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Principles of Marketing


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Table of Contents

  • Part 1 Defining marketing and the marketing process
  • 1 Marketing: Creating and capturing customer value
  • 2 Company and marketing strategy: Partnering to build customer engagement, value and relationships
  • Part 2 Understanding the marketplace and consumers
  • 3 The marketplace and customers: Analysing the environment
  • 4 Marketing analytics: Gaining customer insights
  • 5 Buyer behaviour: Understanding consumer and business buyers
  • Part 3 Designing a customer-driven strategy and mix
  • 6 Customer-driven marketing strategy: Creating value for target customers
  • 7 Products, services and brands: Offering customer value
  • 8 New products: Developing and managing innovation
  • 9 Pricing: Capturing customer value
  • 10 Placement: Customer value fulfilment
  • 11 Communicating customer value: Advertising and public relations
  • 12 Personal selling and sales promotion: Creating value in relationships
  • 13 Direct and digital marketing: Interactivity and fulfillment
  • Part 4 Extending marketing
  • 14 Sustainable marketing: Social responsibility, ethics and legal compliance
  • Appendix 1 Case studies
  • Appendix 2 The marketing plan: An introduction
  • Appendix 3 Marketing analytics spotlights
  • Appendix 4 Careers in marketing

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