Principles of Marketing: A South Asian Perspective

Defining Marketing and the Marketing Process Marketing: Creating and Capturing Customer Value Company and Marketing Strategy: Partnering to Build Customer Relationships Understanding the Marketplace and Consumers Analyzing the Marketing Environment Managing Marketing Information to Gain Customer Insights Consumer Markets and Consumer Buyer Behavior Business Markets and Business Buyer Behavior Designing a Customer-Driven Strategy and Mix Customer-Driven Marketing Strategy: Creating Value for Target Customers Products, Services, and Brands: Building Customer Value New-Product Development and Product Life-Cycle Strategies Pricing: Understanding and Capturing Customer Value Pricing Strategies Marketing Channels: Delivering Customer Value Retailing and Wholesaling Communicating Customer Value: Integrated Marketing Communications Strategy Advertising and Public Relations Personal Selling and Sales Promotion Direct and Online Marketing: Building Direct Customer Relationships Extending Marketing Creating Competitive Advantage The Global Marketplace Sustainable Marketing: Social Responsibility and Ethics