Principles of Marketing by Philip Kotler,Gary Armstrong,Sridhar Balasubramanian,Prafulla Agnihotri [Paperback]

Part 1 – Defining Marketing and the Marketing Process
1. Marketing: Creating Customer Value and Engagement 2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Part 2 – Understanding the Marketplace and Consumer Value
3 Analyzing the Marketing Environment 4 Managing Marketing Information to Gain Customer Insights 5 Consumer Markets and Buyer Behavior 6 Business Markets and Business Buyer Behavior

Part 3 Designing a Customer Value–Driven Strategy and Mix
7 Customer Value–Driven Marketing Strategy: Creating Value for Target Customers 8 Products, Services, and Brands: Building Customer Value 9 Developing New Products and Managing the Product Life Cycle 10 Pricing: Understanding and Capturing Customer Value 11 Pricing Strategies: Advanced Topics 12 Marketing Channels: Delivering Customer Value 13 Retailing and Wholesaling 14 Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy 15 Advertising and Public Relations 16 Personal Selling and Sales Promotion 17 Digital Marketing

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

Glossary, References, Index