Marketing : an introduction
| Main Authors: | , , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Harlow, United Kingdom, England :
Pearson Education Limited
©2026
|
| Edition: | Fifteenth edition |
| Subjects: |
Table of Contents:
- 1. Marketing: creating customer value and engagement
- 2. Company and marketing strategy: partnering to build customer engagement, value, and relationshipd
- 3. Analyzing the marketing environment
- 4. Managing marketing information to gain customer insights
- 5. Understanding consumer and business buyer behavior
- 6. Customer value-driven marketing strategy: creating value for target customers
- 7. Products, services, and brands: building customer value
- 8. Developing new products and managing the product life cycle
- 9. Pricing: understanding and capturing customer value
- 10. Marketing channels: delivering customer value
- 11. Retailing and wholesaling
- 12. Engaging consumers and communicating customer value: advertising and public relations
- 13. Personal selling and sales promotion
- 14. Digital marketing
- 15. The global markerplace
- 16. Sustainable marketing: social responsibility and ethics