Marketing an Introduction 15th edition

PART 1 DEFINING MARKETING AND THE MARKETING PROCESS 26

1 Marketing: Creating Customer Value and Engagement 26

2 Company and Marketing Strategy: Partnering to Build Customer Engagement, Value,£and Relationships 60

PART 2 UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE 88

3 Analyzing the Marketing Environment 88

4 Managing Marketing Information to Gain Customer Insights 122

5 Understanding Consumer and Business Buyer Behavior 158

PART 3 DESIGNING A CUSTOMER VALUE–DRIVEN STRATEGY AND MIX 196

6 Customer Value–Driven Marketing Strategy: Creating Value for£Target£Customers 196

7 Products, Services, and Brands: Building Customer Value 228

8 Developing New Products and Managing the Product Life Cycle 264

9 Pricing: Understanding and Capturing Customer Value 290

10 Marketing Channels: Delivering Customer Value 326

11 Retailing and Wholesaling 360

12 Engaging Consumers and Communicating Customer Value: Advertising and£Public£Relations 398

13 Personal Selling and Sales Promotion 434

14 Digital Marketing 464

PART 4 EXTENDING MARKETING 502

15 The Global Marketplace 502

16 Sustainable Marketing: Social Responsibility and Ethics 532

APPENDIX 1 COMPANY CASES 567

APPENDIX 2 MARKETING PLAN 599

APPENDIX 3 MARKETING BY THE NUMBERS 609

APPENDIX 4 CAREERS IN MARKETING 627