Principles of marketing

Cover
Brief Contents
Contents
Preface
Preface to the first edition
About the authors
Acknowledgements
Chapter one Marketing: creating and capturing customer value
Chapter two Company and marketing strategy
Chapter three Analysing the marketing environment
Chapter four Managing marketing information to gain customer insights
Chapter five Consumer markets and consumer buyer behaviour
Chapter six Business markets and business buyer behaviour
Chapter seven Customer-driven marketing strategy: creating value for target customers
Chapter eight Branding: developing strong brands
Chapter nine Products and services
Chapter ten Pricing strategies
Chapter eleven Marketing channels
Chapter twelve Marketing communications
Chapter thirteen Creating competitive advantage
Chapter fourteen Green marketing and sustainable practices in a global marketplace
Glossary
Subject index
Company index