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Table of content: Part 1–Defining Marketing and the Marketing Process
1. Marketing: Creating and Capturing Customer Value
2. Company and Marketing Strategy: Partnering to Build Customer Relationships
3. Sustainable Marketing: Social Responsibility and Ethics
Part 2–Understanding the Marketplace and Consumers 
4. Analyzing the Marketing Environment
5. Managing Marketing Information to Gain Customer Insights
6. Understanding Consumer and Business Buyer Behaviour
Part 3–Designing a Customer-Driven Marketing Strategy and Marketing Mix
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: Retailing, and Wholesaling
12. Communicating Customer Value: Advertising and Public Relations
13. Personal Selling and Sales Promotion
14. Direct and Online Marketing
Product Details: Language: English
ISBN-10: 0133373142
ISBN-13: 978-0133373141
ISBN-13: 9780133373141
Author: Gary Armstrong, Philip T. Kotler, Valerie Trifts, Lilly Anne Buchwitz
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