Marketing : an introduction / Gary Armstrong, University of North Carolina, Philip Kotler, Northwestern University.

Revised edition of the authors' Marketing, 2015.

Includes bibliographical references (pages 601-621) and indexes.

Defining marketing and the marketing process -- marketing: creating customer value and engagement -- Company and marketing strategy: partnering to build customer engagement, value and relationship -- Understanding the marketplace and customer value -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Understanding consumer and business buyer behavior -- Designing a customer value-driven strategy and mix -- Customer value-driven marketing strategy: creating value for the target customers -- Products, services, and brands: building customer value -- Developing new products and managing the product life cycle -- Pricing: understanding and capturing customer value -- Marketing channels: delivering customer value -- Retailing and wholesaling -- Engaging customers and communicating customer value: advertising and public relations -- Personal selling and sales promotion -- Direct, online, social media, and mobile marketing -- Extending marketing -- The global marketplace -- Sustainable marketing: social responsibility and ethics.