Principles of Marketing

<div class="c-section-headers-number-list_container"> <p>Preface</p> <p>About the authors</p> <p>Acknowledgements</p> <h4>Part 1: Defining Marketing and the Marketing Process</h4> <ol> <li>Marketing: creating customer value and engagement</li> <li>Company and marketing strategy: partnering to build customer engagement, value and relationships</li> </ol> <h4>Part 2: Understanding the marketplace and consumers</h4> <ol start="3"> <li>Analysing the marketing environment</li> <li>Managing marketing information to gain customer insights</li> <li>Consumer markets and buyer behaviour</li> <li>Business markets and business buyer behaviour</li> </ol> <h4>Part 3: Designing a customer value-driven strategy and mix</h4> <ol start="7"> <li>Customer-driven marketing strategy: creating value for target customers</li> <li>Products, services and brands: building customer value</li> <li>Developing new products and managing the product life cycle</li> <li>Pricing: understanding and capturing customer value</li> <li>Pricing strategies: additional considerations</li> <li>Marketing channels: delivering customer value</li> <li>Retailing and wholesaling</li> <li>Engaging consumers and communicating customer value: integrated marketing communications strategy</li> <li>Advertising and public relations</li> <li>Personal selling and sales promotion</li> <li>Direct, online, social media and mobile marketing</li> </ol> <h4>Part 4: Extending Marketing</h4> <ol start="18"> <li>Creating competitive advantage</li> <li>The global marketplace</li> <li>Social responsibility and ethics</li> </ol> <p>Appendix 1: Marketing plan</p> <p>Appendix 2: Marketing by numbers</p> <p>Glossary</p> <p>Index</p> </div>