Principles of marketing / Philip Kotler, Gary Armstrong.

Includes bibliographical references and index.

Part 1. Defining Marketing and the Marketing Process -- Marketing : creating and capturing customer value -- Company and marketing strategy : partnering to build customer relationships -- Part 2. Understanding the Marketplace and Customer Value -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and consumer buyer behavior -- Business markets and business buyer behavior -- Part 3. Designing a Customer Value-Driven Marketing Strategy and Mix --Customer-driven marketing strategy : creating value for target customers -- Products, services, and brands : building customer value -- New-product development and product life-cycle strategies -- Pricing: understanding and capturing customer value -- Pricing strategies: Additional Considerations -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Retailing and Wholesaling -- Engaging customers and Communicating customer value -- Advertising and public relations -- Personal selling and sales promotion – Direct, online, Social Media, and Mobile Marketing -- Part 4. Extending Marketing -- Creating competitive advantage -- The global marketplace -- Social Responsibility and Ethic