Description

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 

3 Analyzing the Marketing Environment

4 Managing Marketing Information to Gain Customer Insights

5 Understanding Consumer and Business Buyer Behaviour

 

PART 3 DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX

6 Customer Value-Driven Marketing Strategy: Creating Value for Target Customers

7 Products, Services, and Brands: Building Customer Value

8 Developing New Products and Managing the Product Life Cycle

9 Pricing: Understanding and Capturing Customer Value

10 Marketing Channels: Delivering Customer Value

11 Retailing and Wholesaling

12 Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

13 Personal Selling and Sales Promotion

14 Direct, Online, Social Media, and Mobile Marketing

 

PART 4 EXTENDING MARKETING

15 The Global Marketplace

 

16 Sustainable Marketing: Social Responsibility and Ethics