Preface
About the authors
Case matrix
Acknowledgements
Publishers acknowledgements
Part One. 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 Two. Understanding the marketplace and consumers
Chapter 3. The marketing environment
Chapter 4. Managing marketing information
Chapter 5. Consumer and business buyer behaviour
Part Three. Designing a customer-driven marketing strategy and marketing mix
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 Four. Extending marketing
Chapter 14. Marketing in the digital age
Chapter 15. The global marketplace
Chapter 16. Ethics, social responsibility and sustainability
Appendix 1. Marketing metrics
Appendix 2. Careers in marketing
Glossary

*The digital edition does not include access codes to additional material or programs mentioned in the book.