PRINCIPLES OF MARKETING - KOTLER PHILIP (NEW DELHI PEARSON, 2013)
Keywords: MARKETING; TABLE 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