The Second European Edition

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Following extensive market research throughout Europe, this Second European Edition of Principles of Marketing provides significant improvements in content and structure, illustrative examples and case material, pedagogical features and text design.

Content and Structure

The content and structure have been changed to meet the needs of the user and take in new market developments. Chapter 3 is shortened to give a tighter introduction to strategic marketing planning while introdueing the concepts developed in subsequent chapters. Other chapters reflect recent marketing developments. Two related changes are the coverage of key account management in chapter 8 and an extended coverage of relationship marketing in chapter 11. Competitive strategy is expanded upon in chapter 12 paying particular attention to making more money from markets.

During recent years manufacturers' brands have come under increasing attack as companies try to lever more out of the brands they own. These developments receive increased attention in chapter 13. Finally, chapters 21 and 22 on die place dimension of the marketing mix are radically changed to gather new ideas on direct and on-line marketing.

The overall structure is clearer, grouping chapters into seven parts each with a two-page introduction. Within this framework an extended second part, on the marketing setting, covers the marketing environment, buyer behaviour and how marketing research is used as an investigative tool.

Case Studies

A total of 51 case studies are now provided in this text. There are 11 new cases in this Second Edition, and of those retained from the First Edition, many have been revised and updated. There are now three distinct types: preview cases, chapter end case studies and part overview cases.

To improve consistency and the flexibility of case material to meet the needs of a range of different abilities, each of these cases now end with six questions, many of which have been reworked. These are graded by their level of difficulty; there are two questions for each of the three levels:

• Questions 1 and 2 (basic): direct issues arising from the case

• Questions 3 and 4 (intermediate): more penetrating issues which require the application of principles

• Questions 5 and 6 (advanced): demanding issues which require decisionmaking abilities

To familiarize yourself with the main features you will encounter throughout the text, a Guided Tour is provided on pages xx-xxi.

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