Marketing 9th Edition

PART 1             THE STRATEGIC MARKETING PROCESS                   
Chapter 1          Marketing: Creating superior customer value
Chapter 2          Marketing: Delivering and capturing value
Chapter 3          Strategic planning and marketing
Chapter 4          Marketing strategies for competitive advantage

PART 2             UNDERSTANDING THE MARKET                                             
Chapter 5          The global marketing environment
Chapter 6          Information management and marketing research
Chapter 7          Consumer behaviour
Chapter 8          Business-to-business behaviour

PART 3             IMPLEMENTING A CUSTOMER-DRIVEN STRATEGY
Chapter 9          Market segmentation, targeting and positioning
Chapter 10        Products and services marketing
Chapter 11        New products
Chapter 12        Pricing for value
Chapter 13        Marketing channels and logistics networks
Chapter 14        Retailing and wholesaling
Chapter 15        Advertising and public relations
Chapter 16        Sales promotion and selling 
Chapter 17        Direct and online marketing

PART 4              EXTENDING MARKETING                                                       
Chapter 18        Tapping into markets across the globe
Chapter 19        Responsible marketing

Appendix 1       The marketing plan
Appendix 2       Marketing by the numbers

Answers to self-check questions
Glossary
Index