Principles of Marketing, Global Edition + MyLab Marketing with Pearson eText (Package)

PART 1: Defining Marketing and the Marketing Process

-Marketing: Creating Customer Value and Engagement
-Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships


PART 2: Understanding the Marketplace and Consumer Value

-Analyzing the Marketing Environment
-Managing Marketing Information to Gain Customer Insights
-Consumer Markets and Buyer Behavior
-Business Markets and Business Buyer Behavior


PART 3: Designing a Customer Value-Driven Strategy and Mix

-Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
-Products, Services, and Brands: Building Customer Value
-Developing New Products and Managing the Product Life Cycle
-Pricing: Understanding and Capturing Customer Value
-Pricing Strategies: Additional Considerations
-Marketing Channels: Delivering Customer Value
-Retailing and Wholesaling
-Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy
-Advertising and Public Relations
-Personal Selling and Sales Promotion
-Digital Marketing


PART 4: Extending Marketing

-Creating Competitive Advantage
-The Global Marketplace
-Sustainable Marketing: Social Responsibility and Ethics


Appendices

-Marketing Plan
-Marketing by the Numbers
-Careers In Marketing