For the Principles of Marketing course.

The comprehensive, classic principles text organized around an innovative customer-value and customer-relationship framework.

Part 1 Defining Marketing and the Marketing Process

1. Marketing: Managing Profitable Customer Relationships

2. Company and Marketing Strategy: Partnering to Build Customer Relationships

Part 2 Understanding the Marketplace and Consumers

3. The Marketing Environment

4. Managing Marketing Information

5. Consumer Markets and Consumer Buyer Behavior

6. Business Markets and Business Buyer Behavior

Part 3 Designing a Customer-Driven Strategy and Marketing Mix

7. Customer-Driven Marketing Strategy: Creativing Value for Target Customers

8. Product, Services, and Branding Strategies

9. New-Product Development and Life-Cycle Strategies

10. Pricing Products: Understanding and Capturing Customer Value

11. Pricing Products: Pricing Strategies

12. Marketing Channels and Supply Chain Management

13. Retailing and Wholesaling

14. Communicating Customer Value: Integrated Marketing Communication Strategy

15. Advertising and Public Relations

16. Personal Selling and Sales Promotion

17. Direct and Online Marketing: Building Direct Customer Relationships

Part 4 Extending Marketing

18. Creating Competitive Advantage

19. The Global Marketplace

20. Marketing Ethics and Social Responsibility



APPENDIXES

1. Marketing Plan A-1

2. Marketing by the Numbers A-11

3. Careers in Marketing A-27

References R-1

Glossary G-1

Credits C-1

Index I-1