Preface
About the authors
Acknowledgements
Part One. Defining marketing and the marketing process
Chapter 1. Marketing: creating customer value and engagement
Chapter 2. Company and marketing strategy: partnering to build customer engagement, value and relationships
Part Two. Understanding the marketplace and consumers
Chapter 3. Analysing the marketing environment
Chapter 4. Managing marketing information to gain customer insights
Chapter 5. Consumer markets and buyer behaviour
Chapter 6. Business markets and business buyer behaviour
Part Three. Designing a customer value-driven strategy and mix
Chapter 7. Customer-driven marketing strategy: creating value for target customers
Chapter 8. Products, services and brands: building customer value
Chapter 9. Developing new products and managing the product life cycle
Chapter 10. Pricing: understanding and capturing customer value
Chapter 11. Pricing strategies: additional considerations
Chapter 12. Marketing channels: delivering customer value
Chapter 13. Retailing and wholesaling
Chapter 14. Engaging consumers and communicating customer value: integrated marketing communications strategy
Chapter 15. Advertising and public relations
Chapter 16. Personal selling and sales promotion
Chapter 17. Direct, online, social media and mobile marketing
Part Four. Extending marketing
Chapter 18. Creating competitive advantage
Chapter 19. The global marketplace
Chapter 20. Social responsibility and ethics
Appendix 1: Marketing plan
Appendix 2: Marketing by numbers
Glossary

*La edición digital no incluye códigos de acceso a material adicional o programas mencionados en el libro.

*La edición digital no incluye códigos de acceso a material adicional o programas mencionados en el libro.