Brief Contents

About the Authors iii n About the Book xv n Preface xix n Acknowledgements xxiv

1 Marketing: Managing Profitable Customer Relationships 3

2 Company and Marketing Strategy: Partnering to Build Customer Relationships 39
3 The Marketing Environment 71
4 Managing Marketing Information 101
5 Consumer Markets and Consumer Buyer Behavior 137
6 Business Markets and Business Buyer Behavior 175
7 Customer-Driven Marketing Strategy: Creating Value for Target Customers 205
8 Product, Services, and Branding Strategy 243
9 New-Product Development and Product Life-Cycle Strategies 283
10 Pricing Products: Understanding and Capturing Customer Value 317
11 Pricing Products: Pricing Strategies 343
12 Marketing Channels: Delivering Customer Value 373
13 Retailing and Wholesaling 409
14 Communicating Customer Value: Integrated Marketing Communications Strategy 447
15 Advertising and Public Relations 481
16 Personal Selling and Sales Promotion 511
17 Direct, Online, Social Media, and Mobile Marketing 545
18 Creating Competitive Advantage 575
19 The Global Marketplace 605
20 Sustainable Marketing: Social Responsibility and Ethics 639

Appendix 1 Marketing Plan 673

Appendix 2 Marketing by the Numbers 685
Copyright © 2016. Pearson Education, Limited. All rights reserved.

References 707
Glossary 721
Credits 733
Index 737

Kotler, P, Armstrong, G, Swee-Hoon, A, Siew-Meng, L, Chin-Tiong, T, & Yau, O 2016, Principles of Marketing, an Asian Perspective, Pearson Education, Limited, Harlow. Available
from: ProQuest Ebook Central. [21 October 2022].
Created from rmit on 2022-10-21 09:30:21. vii

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