Marketing An Introduction

‭Preface xii ‭About the authors xviii ‭Guided tour of the book ‭Guided tour of the companion website ‭Case matrix‭ xx ‭Acknowledgements xxiii ‭Publisher’s acknowledgements

Part One: Defining Marketing and the Marketing Process 2 ‭Video Case: Is marketing for everyone?‭ 3 ‭ 1 Marketing: managing profitable customer relationships 4 ‭ 2 Company and marketing strategy: partnering to build customer relationships 40 ‭
Part Two: Understanding the Marketplace and Consumers ‭72 Video Case: Making an effort to understand your customers 73 ‭ 3 The marketing environment 74 ‭ 4 Managing marketing information 108 ‭ 5 Consumer and business buyer behaviour 146

Part Three: Designing a Customer-Driven Marketing Strategy and Marketing Mix 186 ‭Video Case:: Putting marketing into action 187  6 Segmentation, targeting and positioning: building the right relationships with the right customers ‭188
 7 Product, services and branding strategy 228 ‭ 8 Developing new products and managing the product life cycle 268 ‭ 9 Pricing: understanding and capturing customer value 296 ‭10 Marketing channels and supply chain management 332 ‭11 Retailing and wholesaling ‭364 ‭12 Communicating customer value: advertising, sales promotion and public relations 392 ‭13 Communicating customer value: personal selling and direct marketing ‭434 ‭
Part Four: Extending Marketing 470 ‭Video Case: Can marketing save the world? 471 ‭14 Marketing in the digital age ‭472 ‭15 The global marketplace ‭510 ‭16 Ethics, social responsibility and sustainability 542 ‭
Appendix 1 Marketing plan ‭576 ‭Appendix 2 Marketing metrics 588 ‭Appendix 3 Careers in marketing 594 ‭Glossary 602 ‭Index