Principles of marketing

Abstract

This book aims to show how to create value and gain loyal customers. The work is organized around a customer-value framework. Students may learn how to create customer value and build customer relationships. The author defends that the changing nature of consumer expectations means that marketers must learn how to build communities in addition to brand loyalty. Table of contents - 1. Marketing - Creating and Capturing Customer Value; 2. Company and Marketing Strategy - Partnering to Build Customer Relationships; 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; 7. Customer-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 Strategies - Understanding and Capturing Customer Value; 11. Additional Pricing Considerations; 12. Marketing Channels - Delivering Customer Value; 13. Retailing and Wholesaling; 14. Communicating Customer Value; 15. Advertising and Public Relations; 16. Personal Selling and Sales Promotion; 17. Direct and Online Marketing - Building Direct Customer Relationships; 18. Creating Competitive Advantage; 19. The Global Marketplace; 20. Sustainable Marketing - Social Responsibility and Ethics.