About the Authors
About the Contributor
About the Book
Preface
Acknowledgements
Chapter 1. Marketing: Managing Profitable Customer Relationships
Chapter 2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
Chapter 3. Analyzing the Marketing Environment
Chapter 4. Managing Marketing Information to Gain Customer Insights
Chapter 5. Consumer Markets and Consumer Buyer Behavior
Chapter 6. Business Markets and Business Buyer Behavior
Chapter 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers
Chapter 8. Product, Services, and Branding Strategy
Chapter 9. New Product Development and Product Life-Cycle Strategies
Chapter 10. Pricing Products: Understanding and Capturing Customer Value
Chapter 11. Pricing Products: Pricing Strategies
Chapter 12. Marketing Channels: Delivering Customer Value
Chapter 13. Retailing and Wholesaling
Chapter 14. Communicating Customer Value: Integrated Marketing Communications Strategy
Chapter 15. Advertising and Public Relations
Chapter 16. Personal Selling and Sales Promotion
Chapter 17. Direct, Online, Social Media, and Mobile Marketing
Chapter 18. Creating Competitive Advantage
Chapter 19. The Global Marketplace
Chapter 20. Sustainable Marketing: Social Responsibility and Ethics
Appendix 1. Marketing Plan
Appendix 2. Marketing by the Numbers
Appendix 3. Careers in Marketing
References
Glossary

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