Marketing : an introduction / Gary Armstrong, Philip Kotler.

BRIEF CONTENTS

PART ONE: DEFINING MARKETING AND THE MARKETING PROCESS
marketing: managing profitable customer relationships
company and marketing strategy: partnering to build customer relationships

PART TWO: UNDERSTANDING THE MARKET PLACE AND CONSUMERS
the marketing environment
managing marketing information
consumer and business buyer behaviour

PART THREE: DESIGNING A CUSTOMER-DRIVEN MARKETING STRATEGY AND MARKETING MIX
segmentation, targeting and positioning: building the right relationship with the right customers
product, services, and branding strategy
new-product development and product life cycle strategies
pricing: understanding and capturing customer value
marketing channels and supply chain management
retailing and wholesaling
communicating customer value: advertising, sales promotion, and public relations
communicating customer value: personal selling and direct marketing

PART FOUR: EXTENDING MARKETING
Marketing in the digital age
The global marketplace
Marketing ethics and social responsibility

Includes bibliographical references and indexes.