Principles of Marketing/MyMarketingLab European Edition

Part one Marketing now Chapter 1 Marketing now Chapter 2 Sustainable marketing: marketing ethics and social responsibility Chapter 3 Strategic marketing Part two Markets Chapter 4 The marketing environment Chapter 5 Consumer markets Chapter 6 Business-to-business marketing Chapter 7 Marketing research Part three Core strategy Chapter 8 Relationship marketing Chapter 9 Segmentation and positioning Chapter 10 Competitive strategy Part four Product Chapter 11 Product and branding strategy Chapter 12 New-product development and product life-cycle strategies Chapter 13 Marketing services Part five Price Chapter 14 Pricing Part six Promotion Chapter 15 Communicating customer value: integrated marketing communications strategy Chapter 16 Advertising and public relations Chapter 17 Personal selling and sales promotion Chapter 18 Direct and online marketing: building direct customer relationships Part seven Place Chapter 19 Managing marketing channels Chapter 20 The global marketplace Glossary Subject index Company index