Principles of Marketing by Philip Kotler 15th
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able of Content Part 1 Defining Marketing and the Marketing Process 1 Marketing: Creating and Capturing Customer Value 2 Company and Marketing Strategy: Partnering to Build Customer Relationships Part 2 Understanding the Marketplace and Consumers 3 Analyzing the Marketing Environment 4 Managing Marketing Information to Gain Customer Insights 5 Consumer Markets and Consumer Buyer Behavior 6 Business Markets and Business Buyer Behavior Part 3 Designing a Customer-Driven Strategy and Mix 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers 8 Products, Services, and Brands: Building Customer Value 9 New-Product Development and Product Life-Cycle Strategies 10 Pricing: Understanding and Capturing Customer Value 11 Pricing Strategies: Additional Considerations 12 Marketing Channels: Delivering Customer Value 13 Retailing and Wholesaling 14 Communicating Customer Value: Integrated Marketing Communications Strategy 15 Advertising and Public Relations 16 Personal Selling and Sales Promotion 17 Direct and Online Marketing: Building Direct Customer Relationships Part 4 Extending Marketing 18 Creating Competitive Advantage 19 The Global Marketplace 20 Sustainable Marketing: Social Responsibility and Ethics Appendix 1 Marketing Plan Appendix 2 Marketing by the Numbers Appendix 3 Careers in Marketing Printed.
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