Marketing : an introduction, global edition / Gary Armstrong, Philip Kotler and Mar O. Opresnik

Contents Include:

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 Customer Value
3. Analyzing the Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Understanding Consumer and Business Buyer Behavior

Part 3: Designing a Customer Value-Driven Marketing Strategy and Mix
6. Customer Value-Driven Marketing Strategy Creating Value for Target Customers
7. Product, 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 Customers 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

Appendix 1. Company Cases
Appendix 2. Marketing Plan
Appendix 3. Marketing by the Numbers
Appendix 4. Careers in Marketing

Includes Index.