Synopses & Reviews
This best-selling, brief introduction to marketing teaches students marketing using a customer value framework.
The ninth edition includes new and expanded material on Integrated Marketing Communication, social networks, measuring and managing return on marketing, creating customer value, building and managing customer relationships, marketing accountability and return on investments, and direct and online marketing.
For marketing professionals who believe customer value is the driving force
behind every marketing strategy.
Table of Contents
Part 1–Defining Marketing and the Marketing Process
1. Marketing: Creating and Capturing Customer Value
2. Company and Marketing Strategy: Partnering to Build Customer Relationships
Part 2–Understanding the Marketplace and Consumers
3. Analyzing the Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Understanding Consumer and Business Buyer Behavior
Part 3–Designing a Customer-Driven Marketing Strategy and Marketing Mix
6. Customer-Driven Marketing Strategy: Creating Value for Target Customers
7. Products, Services, and Brands: Building Customer Value
8. New-Product Development and Life-Cycle Strategies
9. Pricing: Understanding and Capturing Customer Value
10. Marketing Channels: Delivering Customer Value
11. Retailing and Wholesaling
12. Communicating Customer Value: Advertising and Public Relations
13. Communicating Customer Value: Personal Selling and Sales Promotion
14. Direct and Online Marketing: Building Direct Customer Relationships
Part 4–Extending Marketing
15. The Global Marketplace
16. Marketing Ethics and Social Responsibility
APPENDICES
1. Company Cases
2. Marketing Plan
3. Marketing by the Numbers
4. Careers in Marketing
Glossary
Subject Index
Name, Organization, Brand, Company Index