Principles of Marketing (18th Edition)
Solutions and explanations
Marketing Creating Customer Value and Engagement
Company and Marketing Strategy: Partnering to Build Custom
Analyzing the Marketing Environment
Managing Marketing Information to Gain Customer Insights
Consumer Markets and Buyer Behavior
Business Markets and Business Buyer Behavior
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 Communication Strategy
Advertising and Public Relations
Personal Selling and Sales Promotion
Direct, Online, Social Media, and Mobile Marketing
Creating Competitive Advantage
The Global Marketplace
Sustainable Marketing: Social Responsibility and Ethics
APPENDIX 2 Marketing by the Numbers