Principles of Marketing

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The comprehensive, classic principles text organized around an innovative customer-value and customer-relationship framework. Innovative customer-value and customer-relationships framework captures the essence of today-s marketing. Today-s marketers must be good at creating customer value and managing customer relationships. Table of Contents 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. 1. The Marketing Environment.2. Managing Marketing Information. 3. Consumer Markets and Consumer Buyer Behavior. 4. Business Markets and Business Buyer Behavior. PART 3-Designing a Customer-Driven Strategy and Marketing Mix. 1. Customer-Driven Marketing Strategy: Creativing Value for Target Customers. 2. Product, Services, and Branding Strategies. 3. New-Product Development and Life-Cycle Strategies. 4. Pricing Products: Understanding and Capturing Customer Value. 5. Pricing Products: Pricing Strategies. 6. Marketing Channels and Supply Chain Management. 7. Retailing and Wholesaling. 8. Communicating Customer Value: Integrated Marketing Communication Strategy. 9. Advertising and Public Relations. 10. Personal Selling and Sales Promotion. 11. Direct and Online Marketing: Building Direct Customer Relationships. PART 4-Extending Marketing. 1. Creating Competitive Advantage. 2. The Global Marketplace. 3. Marketing Ethics and Social Responsibility.