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Table of content: 1. Marketing: Creating and Capturing Customer Value
2. Company and Marketing Strategy: Partnering to Build Customer Relationships
3. Sustainable Marketing Social Responsibility and Ethics
4. Analyzing the Marketing Environment
5. Managing Marketing Information to Gain Customer Insights
6. Understanding Consumer and Business Buyer Behaviour
7. Segmentation, Targeting, and Positioning
8. Developing and Managing Products and Services
9. Brand Strategy and Management
10. Pricing: Understanding and Capturing Customer Value
11. Marketing Channels
12. Retailing and Wholesaling NEW
13. Communicating Customer Value: Advertising and Public Relations
14. Personal Selling and Sales Promotion
15. Direct, Online, Social Media, and Mobile Marketing
16. The Global Marketplace NEW
Product Details: Language: English
ISBN-10: 0134470524
ISBN-13: 978-0134470528
ISBN-13: 9780134470528
Author: Gary Armstrong, Philip T. Kotler, Valerie Trifts, Lilly Anne Buchwitz
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