Principles of Marketing, 18th Edition Access Card

ISBN: 9780135766606
Availability: In stock

Principles of Marketing helps you master a key marketing challenge: to create vibrant communities of consumers who make products and brands an integral part of their lives.

PART 1: DEFINING MARKETING AND THE MARKETING PROCESS 

1. Marketing: Creating Customer Value and Engagement 

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

 

PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE

3. Analyzing the Marketing Environment 

4. Managing Marketing Information to Gain Customer Insights 

5. Consumer Markets and Buyer Behavior 

6. Business Markets and Business Buyer Behavior 

 

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

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

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

9. Developing New Products and Managing the Product Life Cycle  

10. Pricing: Understanding and Capturing Customer Value 

11. Pricing Strategies: Additional Considerations 

12. Marketing Channels: Delivering Customer Value 

13. Retailing and Wholesaling 

14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy 

15. Advertising and Public Relations 

16. Personal Selling and Sales Promotion 

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

 

PART 4: EXTENDING MARKETING

18. Creating Competitive Advantage 

19. The Global Marketplace 

20. Sustainable Marketing: Social Responsibility and Ethics 

 

Appendix 1: Marketing Plan 

Appendix 2: Marketing by the Numbers 

Appendix 3: Careers in Marketing 

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