Principles of Marketing

PART 1:DEFINING MARKETING AND THE MARKETING PROCESS 

1. Marketing:Creating Customer Value and Engagement 

2. Companyand Marketing Strategy: Partnering to Build Customer Engagement, Value, andRelationships 

PART 2:UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE
 

3. Analyzingthe Marketing Environment 

4. Managing MarketingInformation to Gain Customer Insights 

5. ConsumerMarkets and Buyer Behavior 

6. BusinessMarkets and Business Buyer Behavior 

PART 3:DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX 

7. CustomerValue—Driven Marketing Strategy: Creating Value for Target Customers 

8. Products,Services, and Brands: Building Customer Value 

9. DevelopingNew Products and Managing the Product Life Cycle  

10. Pricing:Understanding and Capturing Customer Value 

11. PricingStrategies: Additional Considerations 

12. MarketingChannels: Delivering Customer Value 

13. Retailingand Wholesaling 

14. EngagingConsumers and Communicating Customer Value: Integrated Marketing CommunicationStrategy 

15.Advertising and Public Relations 

16. PersonalSelling and Sales Promotion 

17. Direct,Online, Social Media, and Mobile Marketing 

PART 4:EXTENDING MARKETING
 

18. CreatingCompetitive Advantage 

19. TheGlobal Marketplace 

20.Sustainable Marketing: Social Responsibility and Ethics 


Appendix 1:Marketing Plan 

Appendix 2:Marketing by the Numbers 

Appendix 3:Careers in Marketing