Revised edition of Principles of marketing, 2019.

Includes bibliographical references and index.

PART 1: Defining Marketing and the Marketing Process Marketing: Creating Customer Value and Engagement Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships PART 2: Understanding the Marketplace and Consumer Value Analyzing the Marketing Environment Managing Marketing Information to Gain Customer Insights Consumer Markets and Buyer Behavior Business Markets and Business Buyer Behavior PART 3: Designing a Customer Value-Driven Strategy and Mix Customer Value-Driven Marketing Strategy: Creating Value for Target Customers Products, Services, and Brands: Building Customer Value Developing New Products and Managing the Product Life Cycle Pricing: Understanding and Capturing Customer Value Pricing Strategies: Additional Considerations Marketing Channels: Delivering Customer Value Retailing and Wholesaling Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy Advertising and Public Relations Personal Selling and Sales Promotion Digital Marketing PART 4: Extending Marketing Creating Competitive Advantage The Global Marketplace Sustainable Marketing: Social Responsibility and Ethics Appendices Marketing Plan Marketing by the Numbers Careers In Marketing

"The nineteenth edition of Principles of Marketing reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships"--