Marketing: An Introduction + MyLab Marketing with Pearson eText, Global Edition

<p>PART 1: DEFINING MARKETING AND MARKETING PROCESS</p> <p>1. Marketing: Creating Customer Value and Engagement</p> <p>2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships</p> <p>&nbsp;</p> <p>PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE</p> <p>3. Analyzing the Marketing Environment</p> <p>4. Managing Marketing Information to Gain Customer Insights</p> <p>5. Understanding Consumer and Business Buyer Behavior</p> <p>&nbsp;</p> <p>PART 3: DESIGNING A CUSTOMER-VALUE DRIVEN STRATEGY AND MIX</p> <p>6. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers</p> <p>7. Products, Services, and Brands: Building Customer Value</p> <p>8. Developing New Products and Managing the Product Life Cycle</p> <p>9. Pricing: Understanding and Capturing Customer Value</p> <p>10. Marketing Channels: Delivering Customer Value</p> <p>11. Retailing and Wholesaling</p> <p>12. Engaging Consumers and Communicating Customer Value: Advertising and Public Relations</p> <p>13. Personal Selling and Sales Promotion</p> <p>14. Direct, Online, Social Media, and Mobile Marketing</p> <p>&nbsp;</p> <p>PART 4: EXTENDING MARKETING</p> <p>15. The Global Marketplace</p> <p>16. Sustainable Marketing: Social Responsibility and Ethics</p> <p>&nbsp;</p> <p>Appendix 1: Company Cases</p> <p>Appendix 2: Marketing Plan</p> <p>Appendix 3: Marketing by the Numbers</p> <p>Appendix 4: Careers in Marketing</p> <p>&nbsp;</p>