Marketing: An Introduction

Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. Philip Kotler is S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University. Ross Brennan is Reader in Marketing at the University of Hertfordshire Business School Michael Harker is Lecturer in Marketing at University of Strathclyde Business School, Glasgow.

Part 1 - Defining Marketing and the Marketing Process

1. Marketing: Managing profitable Customer Relationships
2. Company and Marketing Strategy: partnering to build customer relationships

Part 2 - Understanding the marketplace and consumers

3. The Marketing Environment
4. Managing Marketing Information
5. Consumer and Business Buyer behaviour

Part 3 - Designing a Customer-driven Marketing Strategy and Marketing Mix

6. Segmentation, targeting and positioning: Building the right relationships with the right customers
7. Product, services and branding strategy
8. Developing new products and managing the product life cycle

9. Pricing: understanding and capturing customer value
10. Marketing channels and supply chain management
11. Retailing and wholesaling
12. Communicating customer value: Advertising, sales promotion and public relations
13. Communicating customer value: Personal selling and direct marketing

Part 4 - Extending Marketing

14. Marketing in the digital age
15. The global marketplace
16. Ethics, social responsibility and sustainability

Appendix 1, Marketing plan

Appendix 2, Marketing metrics

Appendix 3, Careers in marketing