Principles of Marketing 19th edition

Part 1 Defining Marketing and the Marketing Process 24

1 Marketing: Creating Customer Value and Engagement 24

2 Company and Marketing Strategy: Partnering to Build Customer Engagement,

Value, and Relationships 58

Part 2 Understanding the Marketplace and Consumer Value 86

3 Analyzing the Marketing Environment 86

4 Managing Marketing Information to Gain Customer Insights 120

5 Consumer Markets and Buyer Behavior 160

6 Business Markets and Business Buyer Behavior 192

Part 3 Designing a Customer Value–Driven Strategy and Mix 214

7 Customer Value–Driven Marketing Strategy: Creating Value for Target Customers 214

8 Products, Services, and Brands: Building Customer Value 246

9 Developing New Products and Managing the Product Life Cycle 282

10 Pricing: Understanding and Capturing Customer Value 310

11 Pricing Strategies: Advanced Topics 334

12 Marketing Channels: Delivering Customer Value 362

13 Retailing and Wholesaling 398

14 Engaging Consumers and Communicating Customer Value: Integrated Marketing

Communications Strategy 434

15 Advertising and Public Relations 458

16 Personal Selling and Sales Promotion 484

17 Digital Marketing 514

Part 4 Extending Marketing 548

18 Creating Competitive Advantage 548

19 The Global Marketplace 572

20 Sustainable Marketing: Social Responsibility and Ethics 604