Brief Contents

Preface 16

1 Marketing: Creating and Capturing Customer Value 26

2 Company and Marketing Strategy: Partnering to Build Customer Relationships 60

3 Analyzing the Marketing Environment 88

4 Managing Marketing Information to Gain Customer Insights 122

5 Consumer Markets and Consumer Buyer Behavior 158

6 Business Markets and Business Buyer Behavior 190

7 Customer-Driven Marketing Strategy: Creating Value for Target Customers 214

8 Products, Services, and Brands: Building Customer Value 246

9 New-Product Development and Product Life-Cycle Strategies 280

10 Pricing: Understanding and Capturing Customer Value 312

11 Pricing Strategies 334

12 Marketing Channels: Delivering Customer Value 360

13 Retailing and Wholesaling 392

14 Communicating Customer Value: Integrated Marketing Communications Strategy 424

15 Advertising and Public Relations 452

16 Personal Selling and Sales Promotion 480

17 Direct and Online Marketing: Building Direct Customer Relationships 512

18 Creating Competitive Advantage 550

19 The Global Marketplace 576

20 Sustainable Marketing: Social Responsibility and Ethics 606

Appendix 1 Marketing Plan Al

Appendix 2 Marketing by the Numbers All

Appendix 3 Careers in Marketing A29

References R1

Glossary Gl

Credits CI

Index II

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