Principles of Marketing

Table of Contents

PART 1: DEFINING MARKETING AND THE MARKETING PROCESS

1. Marketing: Creating Customer Value and Engagement
2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE

1. Analyzing the Marketing Environment
2. Managing Marketing Information to Gain Customer Insights
3. Consumer Markets and Buyer Behavior
4. Business Markets and Business Buyer Behavior

PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX

1. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
2. Products, Services, and Brands: Building Customer Value
3. Developing New Products and Managing the Product Life Cycle
4. Pricing: Understanding and Capturing Customer Value
5. Pricing Strategies: Additional Considerations
6. Marketing Channels: Delivering Customer Value
7. Retailing and Wholesaling
8. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy
9. Advertising and Public Relations
10. Personal Selling and Sales Promotion
11. Digital Marketing

PART 4: EXTENDING MARKETING

1. Creating Competitive Advantage
2. The Global Marketplace
3. Sustainable Marketing: Social Responsibility and Ethics

APPENDICES

1. Marketing Plan
2. Marketing by the Numbers
3. Careers In Marketing
   

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