Kotler, Philip creator text Noida Pearson India Education Services Pvt. Ltd. 2024 19th. monographic eng

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736p. Part 1 – Defining Marketing and the Marketing Process 1. Marketing: Creating Customer Value and Engagement 2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships Part 2 – Understanding the Marketplace and Consumer Value 3 Analyzing the Marketing Environment 4 Managing Marketing Information to Gain Customer Insights 5 Consumer Markets and Buyer Behavior 6 Business Markets and Business Buyer Behavior Part 3 Designing a Customer Value–Driven Strategy and Mix 7 Customer Value–Driven Marketing Strategy: Creating Value for Target Customers 8 Products, Services, and Brands: Building Customer Value 9 Developing New Products and Managing the Product Life Cycle 10 Pricing: Understanding and Capturing Customer Value 11 Pricing Strategies: Advanced Topics 12 Marketing Channels: Delivering Customer Value 13 Retailing and Wholesaling 14 Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy 15 Advertising and Public Relations 16 Personal Selling and Sales Promotion 17 Digital Marketing 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 Glossary, References, Index 658.8 KOT 9789357055215 260708