Principles of Marketing, Global Edition, 17th Edition

Table of Contents
Part 1: Defining Marketing and the Marketing Process
Chapter Chapter 1 Marketing: Creating Customer Value And Engagement
Chapter Chapter 2 Company And Marketing Strategy: Partnering To Build Customer Engagement, Value, And Relationships

Part 2: Understanding the Marketplace and Consumer Value
Chapter Chapter 3 Analyzing The Marketing Environment
Chapter Chapter 4 Managing Marketing Information: To Gain Customer Insights
Chapter Chapter 5 Consumer Markets And Buyer Behavior
Chapter Chapter 6 Consumer Markets And Buyer Behavior

PART 3: Designing a Customer Value–Driven Strategy and Mix
Chapter Chapter 7 Customer Value–Driven Marketing Strategy: Creating Value For Target Customers
Chapter Chapter 8 Products, Services, And Brands: Building Customer Value
Chapter Chapter 9 Developing New Productsand Managing The Product Life Cycle
Chapter Chapter 10 Understanding And Capturing Customer Value
Chapter Chapter 11 Pricing Strategies: : Additional Considerations
Chapter Chapter 12 Marketing Channels: Delivering Customer Value
Chapter Chapter 13 Retailing And Wholesaling
Chapter Chapter 14 Engaging Consumers And Communicating Customer Value: Integrated Marketing Communication Strategy
Chapter Chapter 15 Advertising And Public Relations
Chapter Chapter 16 Personal Selling And Sales Promotion
Chapter 17 Direct, Online, Social Media,And Mobile Marketing

PART 4: Extending Marketing
Chapter Chapter 18 Creating Competitive Advantage
Chapter Chapter 19 The Global Marketplace
Chapter Chapter 20 Sustainable Marketing: Social Responsibility And Ethics

Appendix 1: Marketing Plan
Appendix 2: Marketing by the Numbers
Appendix 3: Careers in Marketing

Sample PDF－Pearson Principles of Marketing Global Edition 17th Edition 1292220171.pdf