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