Principles of marketing

Part 1–Defining Marketing and the Marketing Process 1.         Marketing:  Creating and Capturing Customer Value2.         Company and Marketing Strategy:  Partnering to Build Customer Relationships Part 2–Understanding the Marketplace and Consumers 3.                  The Marketing Environment4.         Managing Marketing Information to Gain Customer Insights5.         Consumer Markets and Consumer Buyer Behavior6.         Business Markets and Business Buyer Behavior Part 3–Designing a Customer-Driven Marketing Strategy and Marketing Mix 7.         Customer-Driven Marketing Strategy:  Creating Value for Target Customers8.         Product, Services, and Brands:  Building Customer Value9.         New-Product Development and Life-Cycle Strategies10.       Pricing:  Understanding and Capturing Customer Value11.       Pricing Strategies12.       Marketing Channels:  Delivering Customer Value13.       Retailing and Wholesaling14.       Communicating Customer Value: Integrated Marketing Communication Strategy  15.       Advertising and Public Relations16.       Personal Selling and Sales Promotion17.       Direct and Online Marketing: Building Direct Customer Relationships Part 4–Extending Marketing 18.       Creating Competitive Advantage19.       The Global Marketplace20.       Marketing Ethics and Social Responsibility APPENDIXES 1.         Marketing Plan2.         Marketing by the Numbers3.         Careers in MarketingGlossary, Company Index, Subject Index