Includes references and index 689 - 768.

PART 1: Defining Marketing and the Marketing Process Marketing: Creating Customer Value and EngagementCompany and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships PART 2: Understanding the Marketplace and Consumer Value Analyzing the Marketing EnvironmentManaging Marketing Information to Gain Customer InsightsConsumer Markets and Buyer BehaviorBusiness Markets and Business Buyer Behavior PART 3: Designing a Customer Value-Driven Strategy and Mix Customer Value-Driven Marketing Strategy: Creating Value for Target CustomersProducts, Services, and Brands: Building Customer ValueDeveloping New Products and Managing the Product Life CyclePricing: Understanding and Capturing Customer ValuePricing Strategies: Additional ConsiderationsMarketing Channels: Delivering Customer ValueRetailing and WholesalingEngaging Consumers and Communicating Customer Value: Integrated Marketing Communications StrategyAdvertising and Public RelationsPersonal Selling and Sales PromotionDigital Marketing PART 4: Extending Marketing Creating Competitive AdvantageThe Global MarketplaceSustainable Marketing: Social Responsibility and Ethics Appendices Marketing PlanMarketing by the NumbersCareers In Marketing

Principles of Marketing' helps readers master today's key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help individuals understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework

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