Principles of Marketing, Global Edition 19th Edition

PART 1: Defining Marketing and the Marketing Process
Marketing: Creating Customer Value and Engagement
Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
PART 2: Understanding the Marketplace and Consumer Value
Analyzing the Marketing Environment
Managing Marketing Information to Gain Customer Insights
Consumer Markets and Buyer Behavior
Business Markets and Business Buyer Behavior
PART 3: Designing a Customer Value-Driven Strategy and Mix
Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
Products, Services, and Brands: Building Customer Value
Developing New Products and Managing the Product Life Cycle
Pricing: Understanding and Capturing Customer Value
Pricing Strategies: Additional Considerations
Marketing Channels: Delivering Customer Value
Retailing and Wholesaling
Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy
Advertising and Public Relations
Personal Selling and Sales Promotion
Digital Marketing
PART 4: Extending Marketing
Creating Competitive Advantage
The Global Marketplace
Sustainable Marketing: Social Responsibility and Ethics
Appendices
Marketing Plan
Marketing by the Numbers
Careers In Marketing