Table of Contents
Part 1: Defining Marketing and the Marketing Process
Chapter 1 – Marketing: Managing Profitable Customer Relationships
Chapter 2 – Company and Marketing Strategy: Partnering to Build Customer Relationships
Part 2: Understanding the Marketplace and Consumers
Chapter 3 – The Marketing Environment
Chapter 4 – Managing Marketing Information
Chapter 5 – Consumer and Business Buying Behaviour
Part 3: Designing a Customer-Driven Marketing Strategy and Marketing Mic
Chapter 6 – Segmentation, Targeting and Positioning: Building the Right Relationships with the Right Customers
Chapter 7 – Product, Services and Branding Strategy
Chapter 8 – Developing New Products and Managing the Product Life Cycle
Chapter 9 – Pricing: Understanding and Capturing Customer Value
Chapter 10 – Marketing Channels and Supply Chain Management
Chapter 11 – Retailing and Wholesaling
Chapter 12 – Communicating Customer Value: Advertising, Sales Promotion and Public Relations
Chapter 13 – Communicating Customer Value: Personal Selling and Direct Marketing
Part 4: Extending Marketing
Chapter 14 – Marketing in a Digital Age
Chapter 15 – The Global Marketplace
Chapter 16 – Ethics, Social Responsibility and Sustainability
