Principles of marketing / Philip Kotler, Gary Armstrong, and Marc Oliver Opresnik

Includes bibliographic references and index.

Part 1: Defining Marketing And The Marketing Process -- Marketing: Creating Customer Value and Engagement -- Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships. Part 2: Understanding The Marketplace And Consumer Value -- Analyzing the Marketing Environment -- Managing Marketing Information to Gain Customer Insights -- Consumer Markets and Buyer Behavior -- Business Markets and Business Buyer Behavior. Part 3: Designing A Customer Value-Driven Strategy And Mix -- Customer Value-Driven Marketing Strategy: Creating Value for Target Customers -- Products, Services, and Brands: Building Customer Value -- Developing New Products and Managing the Product Life Cycle -- Pricing: Understanding and Capturing Customer Value -- Pricing Strategies: Advanced Topics -- Marketing Channels: Delivering Customer Value -- Retailing and Wholesaling -- Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy -- Advertising and Public Relations -- Personal Selling and Sales Promotion -- Digital Marketing. Part 4: Extending Marketing -- Creating Competitive Advantage -- The Global Marketplace -- Sustainable Marketing: Social Responsibility and Ethics. Appendix 1. Marketing Plan – Appendix 2. Marketing by the Numbers – Appendix 3. Careers In Marketing.