Acknowledgements

No book is the work only of its authors. We owe much to the pioneers of marketing who first identified its major issues and developed its concepts and techniques. Our thanks £o to our colleagues at the. J.L. Kellogg Graduate School of Ma n age men i, Northwestern University; the Kenan-Flatter Business School. University of North Carolina; and Aston, Loughborough and Warwick Business Schools for ideas, encouragement and suggestions. Thanks also to all our friends in the Academy of Marketing, the European Marketing Academy, Informs, the American Marketing Association and the Chartered Institute of Marketing, who have stimulated and advised us over the years. It has been an honour to work with so many people who have helped pioneer marketing in Europe.

Special thanks to Chris Stagg of Aston Business School, who has helped with many parts of the book; Marion Aitkenhead, who after the briefest tit retirements gave us indispensable help in organizing our work; Andy Hirst of Ixi ugh borough Business School, who helped with many of the eases; TG. Melewai of Warwick University for his patience and work in revising the Lecturer's Resource Manual; and Fati mull Moran, Stephen Cleary, Alan ilawley and Ken Randall at Staffordshire University for their work on the Interactive Marketing software. We also owe particular thanks to our many colleagues who share our international vision and have contributed such an outstanding set of international cases to this hook: Pontus Alenroth, Pedro Quelhas Brito, Roberto Alvarez del Blanco, Robert Bjornstrom, Sue Bridgewater, Brenda Gullen, Peter Doyle. Colin Egan, Joakiin Kriksson, Anton Hartmann-Olcsen, Benoit Heilbrunn. Thomas Helgesson, Hiipenga M. Kabeta, Sylvie Laforet, Richard Lynch, i'eter McKiernan, DamienMcLoughlin, Alkis Magdalinos. Malin Nilsson, Franscesc Pares, Verena A. Priemer, Jeff Rapaport, Lluis G. Renart, Javier Surda, Anki Kjostrom and Ann eh Zell.

Many reviewers at other colleges provided valuable comments and suggestions. We are indebted to the following colleagues: Chris Blackburn, Oxford Brookes University; D. Brownlie, University of Stirling, Ors H.D. and H.A. Cabooter, Ilogeschool Venlo; Auorey Gilmore, University of Ulster at Jordanstown; Dr Gonstantine S. Katsikeas, Cardiff Business School, University of Wales; Tore Kristensen, IOA - Copenhagen Business School;. Damien MeLoughlin, Dublin City University; Professor M.T.G. Meulenberg, Agricultural University; Blaiu Mcyrick, Coventry University; Elaine O'Brien, University of Strathclyde; Adrian Palmer, DC Monti'ort University; David Shipley, Trinity College. Dublin; Chris Simango, University of Northumbrla at Newcastle; M. van den Bosch, HEAD -Arnhem; Richard Varcy, Sheffield Hallam University; and Helen R. Woodruffe, University of Salford.

We remain grateful to the numerous teach listed below who provided comments and su; Edition:

R. Rosen. University of Portsmouth

A. RUSH, Freie Universitat Berlin

S. Mitchell, Cheltenham & Gloucester College

S. Al-Hasan, University of Wales

G. Morgan, Sheffield Haltam University

I). Rose, University of Derby

J. Woods, Croydon College

J. Pilling, Highbury College of Technology

C. Griffiths, University of Brighton

M. Jonsson, Karlskron a/Ron iieby University

A. Cunningham, Shannon College

1). Gilbert, University of Surrey

M. York, University of North London

P. Nonhtif, llogesehool Nord-Nederland

C. Dennis, Brunei University

P. Whittaker, Paisley University

J. Lopez-Suit as, Universidade

Autonoma de Barcelona .1. Brannigan, University of Aberdeen fi. Andersson, Universileit Linkoping A Pyne, University of Luton G. Wootten, Hogesehool West-Brabant M. Higgins, Keele University T. Desbordes, ESG Paris D Marshall. University of Edinburgh M. Baoring, Jonkoping University P. Murphy, Dundee University M. de Juan Vigary, Universidade de Alicante

.ers who helped develop the First Edition, and to those gestions during the market research for [his Second

J. Hon. ESC Paris !'. Rritto, Universidade de Porto K. Laverick, University of Derby ,!. Gavaghan, Tralee RTC

A. Viekerstaff, Nottingham Trent University R. Chetin, Bilkent University C. Blackburn, Oxford Brookes University P. Camp, Hogeschool Arnhani and Nijmegen M. Manktelow, University of Wolve-rhampton K MaeGettigan, Lcttcrkenny RTC P. lijork, Svenska Handelsehogskolen L. Peters, University of East Anglia 13. Oney, University of Lefke L. Murphy, Dundalk RTC T. Helgesson, llogskolan Halms tad M. Raposo, Universidade de Beira Interior M. Ciirberry-Long, De Montfort University S. Hogan, University of Brigliton P. Hellman, Vaantaa Pelytedinio/Merouria

B. Ardiey, Norwich City College L. Varnham, Brunei University M. van den Bosch, 1IEAO Arnheni R. Mathias Thjymye, llandelschoyskolen I. Fraser, University of Glasgow K. Ilowlett, North Hertfordshire College E- Shaw, University of Glasgow

F. Belts, University of Buekingham

G. Clarke, De Montfort Univcrsitv

We also owe a great deaf to the people at Prentice Hall Europe who helped to develop and produce this Second Edition: Marketing Editor, Julia Helmsley provided encourage me tit, calming words, sound adviee and a steadying hand; Andy (loss, Senior Development Editor, Chris Bessant was our very patient and professional copy editor; Ian Stonebam, Production Editor, did a very fine job of guiding the book smoothly through production.

PHILIP KOTLER GARY ARMSTRONG JOHN SAUNDERS VERONICA WONG

Guided Tour

LEARNING OBJECTIVES: Bullet-pomes which highlight the core coverage in terms of the learning outcomes you should acquire after reading each chapter.

PREVIEW CASE: Combines both a practical illustrative overview of the chapter mate rial, and a short problem-based case study (including graded questions) which should be attempted after you have read each chapter.

Marketing in a Changing- World: n„

Marketing in a Changing- World: n„

MARKETING HIGHLIGHT: Integrated throughout each chapter, these provide additional illustrative examples and/or discussion of more advanced marketing techniques and concepts.

KEY TERMS: Emboldened in the text with a concise definition in the margin to highlight the key concepts and techniques in each chapter.

KEY TERMS LIST: An alphabetical listing of the key terms in each chapter, including a page reference, to assist rapid revision of the key concepts and techniques.

DISCUSSING THE ISSUES: Short questions that encourage yon to review and/or critically discuss your understanding of the main topics in each chapter, either individually or in a group.

APPLYING THE CONCEPTS; Practical exercises that encourage you to develop and apply your understanding of the main topics in each chapter, cither individually or in a group.

CASE STUDY: Each chapter ends with a practical problem-based illustration, including graded questions. Each of these case studies is more substantive and challenging than a chapter-open ing preview ease.

OVERVIEW CASE: Each part of the text ends with a comprehensive and practical problem-based illustration, including graded questions. Each of these cases integrates concepts and techniques from preceding chapters, allowing you to apply your on del-stand ing within a broader business context.

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