Principles of Marketing
- 12 ed.
- New Delhi: PHI, 2008.
- xxiv, 599 p. : ill. ; 29 cm.
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 Markets and Consumer Buyer Behavior 6. Business Markets and Business Buyer Behavior
Part 3-Designing a Customer-Driven Strategy and Marketing Mix
7. Customer-Driven Marketing Strategy: Creativing Value for Target Customers 8. Product, Services, and Branding Strategies 9. New-Product Development and Life-Cycle Strategies 10. Pricing Products: Understanding and Capturing Customer Value 11. Pricing Products: Pricing Strategies 12. Marketing Channels and Supply Chain Management 13. Retailing and Wholesaling 14. Communicating Customer Value: Integrated Marketing Communication Strategy 15. Advertising and Public Relations 16. Personal Selling and Sales Promotion 17. Direct and Online Marketing: Building Direct Customer Relationships
Part 4-Extending Marketing
18. Creating Competitive Advantage 19. The Global Marketplace 20. Marketing Ethics and Social Responsibility APPENDIXES 1. Marketing Plan APPENDIXES 2. Marketing by the Numbers APPENDIXES 3. Careers in Marketing References Glossary Credits Index