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Principles of Marketing

New or Used: 3 copies from $142.88
New or Used: 3 copies from $142.88
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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 Download the detailed table of contents >

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