Includes indexes ( p. 887 - p. 907)

Part 1: FUNDAMENTALS OF MARKETINGChapter 1 Marketing and the Organization Chapter 2 The marketing environmentChapter 3 Sustainable Marketing and SocietyChapter 4 Customer Behaviour Chapter 5 Value Through RelationshipsChapter 6 Digital Marketing Analytics and Customer Insight Chapter 7 Market Segmentation and PositioningPart 2: CREATING CUSTOMER VALUEChapter 8 Value through Brands Chapter 9 Value through PricingChapter 10 Value through InnovationChapter 11 Value through ServicePart 3 Communicating and Delivering Customer ValueChapter 12 Introduction to Marketing Communication Chapter 13 The Marketing Communications Mix: Mass CommunicationsChapter 14 Digital Marketing and MediaChapter 15 Direct Marketing, Social Media and Direct MessagingChapter 16 Place: Distribution, Channel Management and RetailingPart 4 Marketing Planning and StrategyChapter 17 Marketing Strategy and Planning Chapter 18 Analysing Competitors and Creating a Competitive AdvantageChapter 19 Product strategy: lifecycle, portfolio and growth. Chapter 20 Global Marketing StrategyChapter 21 Managing Marketing Implementation

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