Principles of Marketing [With CDROM] Book

Part 1–Defining Marketing and the Marketing Process

1. Marketing: Creating and Capturing Customer Value

2. Company and Marketing Strategy: Partnering to Build Customer Relationships

Part 2–Understanding the Marketplace and Consumers

3. The Marketing Environment

4. Managing Marketing Information to Gain Customer Insights

5. Consumer Markets and Consumer Buyer Behavior

6. Business Markets and Business Buyer Behavior

Part 3–Designing a Customer-Driven Marketing Strategy and Marketing Mix

7. Customer-Driven Marketing Strategy: Creating Value for Target Customers

8. Product, Services, and Brands: Building Customer Value

9. New-Product Development and Life-Cycle Strategies

10. Pricing: Understanding and Capturing Customer Value

11. Pricing Strategies

12. Marketing Channels: Delivering Customer Value

13. Retailing and Wholesaling

14. Communicating Customer Value: Integrated Marketing Communication Strategy

15. Advertising and Public Relations

16. Personal Selling and Sales Promotion

17. Direct and Online Marketing: Building Direct Customer Relationships

Part 4–Extending Marketing

18. Creating Competitive Advantage

19. The Global Marketplace

20. Marketing Ethics and Social Responsibility

APPENDIXES

1. Marketing Plan

2. Marketing by the Numbers

3. Careers in Marketing

Glossary, Company Index, Subject Index