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Kotler, Philip

Principles of Marketing - 15th ed - Noida Person Education, Inc. 2016 - 732p

Part I: Defining Marketing and the Marketing Process
1. Marketing: Creating and Capturing Customer Value
2. Company and Marketing Strategy: Partnering to Build Customer Relationships

Part II: Understanding the Marketplace and Consumers
3. Analyzing the Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Consumer Markets and Consumer Buyer Behavior
6. Business Markets and Business Buyer Behavior

Part III: Designing a Customer-Driven Strategy and Mix
7. Customer-Driven Marketing Strategy: Creating Value for Target Customers
8. Products, Services, and Brands: Building Customer Value
9. New-Product Development and Product Life-Cycle Strategies
10. Pricing: Understanding and Capturing Customer Value
11. Pricing Strategies: Additional Considerations
12. Marketing Channels: Delivering Customer Value
13. Retailing and Wholesaling
14. Communicating Customer Value: Integrated Marketing Communications Strategy
15. Advertising and Public Relations
16. Personal Selling and Sales Promotion
17. Direct and Online Marketing: Building Direct Customer Relationships

Part IV: Extending Marketing
18. Creating Competitive Advantage
19. The Global Marketplace
20. Sustainable Marketing: Social Responsibility and Ethics

ISBN: 9789332558472

Subjects--Personal Names:
Marketing

Dewey Class. No.: 658.8 / KOT