TABLE OF CONTENTS

Part 1: Defining Marketing and Marketing Process

Chapter 1: Marketing: Creating and Capturing Customer Value
Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationship

Part 2: Understanding the Market Place and Consumers

Chapter 3: Analyzing the Marketing Environment
Chapter 4: Managing Marketing Information to Gain Customer Insights
Chapter 5: Customer Markets and Consumer Buyer Behavior
Chapter 6: Business Markets and Business Buyer Behavior

Part 3: Designing a Customer-Driven Strategy and Mix

Chapter 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers
Chapter 8: Products, Services, and Brands: Building Customer Value
Chapter 9: New Product Development and Product Life-Circle Strategies
Chapter 10: Pricing: Understanding and Capturing Customer Value
Chapter 11: Pricing Strategies
Chapter 12: Marketing Channels: Delivering Customer Value
Chapter 13: Retailing and Wholesaling
Chapter 14: Communicating Customer Value: Integrated Marketing Communications Strategy
Chapter 15: Advertising and Public Relations
Chapter 16: Personal Selling and Sales Promotion
Chapter 17: Direct and Online Marketing: Building Direct Customer Relationships

Part 4: Extending Marketing

Chapter 18: Creating Competitive Advantage
Chapter 19: The Global Marketplace
Chapter 20: Sustainable Marketing: Social Responsibility and Ethics

ABOUT THE AUTHOR/S

As a team, Philip Kotler and Gary Armstrong provide a blend of skills uniquely suited to writing an introductory marketing text. Professor Kotler is one of the world's leading authorities on marketing. Professor Armstrong is an award-winning teacher of undergraduate business students. Together, they make the complex world of marketing practical, approachable, and enjoyable.