Principles of Marketing, Global Edition

<div class="c-section-headers-number-list_container"> <h4>PART 1: Defining Marketing and the Marketing Process</h4> <ol> <li>Marketing: Creating Customer Value and Engagement</li> <li>Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships</li> </ol> <h4>PART 2: Understanding the Marketplace and Consumer Value</h4> <ol start="3"> <li>Analyzing the Marketing Environment</li> <li>Managing Marketing Information to Gain Customer Insights</li> <li>Consumer Markets and Buyer Behavior</li> <li>Business Markets and Business Buyer Behavior</li> </ol> <h4>PART 3: Designing a Customer Value-Driven Strategy and Mix</h4> <ol start="7"> <li>Customer Value-Driven Marketing Strategy: Creating Value for Target Customers</li> <li>Products, Services, and Brands: Building Customer Value</li> <li>Developing New Products and Managing the Product Life Cycle</li> <li>Pricing: Understanding and Capturing Customer Value</li> <li>Pricing Strategies: Additional Considerations</li> <li>Marketing Channels: Delivering Customer Value</li> <li>Retailing and Wholesaling</li> <li>Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy</li> <li>Advertising and Public Relations</li> <li>Personal Selling and Sales Promotion</li> <li>Digital Marketing</li> </ol> <h4>PART 4: Extending Marketing</h4> <ol start="18"> <li>Creating Competitive Advantage</li> <li>The Global Marketplace</li> <li>Sustainable Marketing: Social Responsibility and Ethics</li> </ol> <h4>Appendices</h4> <ul> <li>Marketing Plan</li> <li>Marketing by the Numbers</li> <li>Careers In Marketing</li> </ul> </div>