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Marketing (9th Ed.) by Kotler

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Table of Contents

PART 1 THE STRATEGIC MARKETING PROCESS Chapter 1 Marketing: Creating superior customer value Chapter 2 Marketing: Delivering and capturing value Chapter 3 Strategic planning and marketing Chapter 4 Marketing strategies for competitive advantage PART 2 UNDERSTANDING THE MARKET Chapter 5 The global marketing environment Chapter 6 Information management and marketing research Chapter 7 Consumer behaviour Chapter 8 Business-to-business behaviour PART 3 IMPLEMENTING A CUSTOMER-DRIVEN STRATEGY Chapter 9 Market segmentation, targeting and positioning Chapter 10 Products and services marketing Chapter 11 New products Chapter 12 Pricing for value Chapter 13 Marketing channels and logistics networks Chapter 14 Retailing and wholesaling Chapter 15 Advertising and public relations Chapter 16 Sales promotion and selling Chapter 17 Direct and online marketing PART 4 EXTENDING MARKETING Chapter 18 Tapping into markets across the globe Chapter 19 Responsible marketing Appendix 1 The marketing plan Appendix 2 Marketing by the numbers Answers to self-check questions Glossary Index

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