Marketing : an introduction / Gary Armstrong and Philip Kotler

Part 1 Defining marketing and the marketing process
Marketing : creating and capturing customer value
Company and marketing strategy : partnering to build customer relationships

Part 2 Understanding the marketplace and customer value
Analyzing the marketing environment
Managing marketing information to gain customer insights
Understanding consumer and business buyer behavior

Part 2 Designing a customer value-driven strategy and mix
Customer-driven marketing strategy : creating value for target customers
Products, services, and brands : building customer value
New product development and product life-cycle strategies
Pricing : understanding and capturing customer value
Marketing channels : delivering customer value
Retailing and wholesaling
engaging Consumers and Communicating customer value : advertising and public relations
Personal selling and sales promotion
Direct, Online, Social Media, and Mobile Marketing

Part 2 Extending marketing
The global marketplace
Sustainable marketing : social responsibility and ethics.

Includes index, Reference and glossary