Published by Pearson (February 12, 2021) © 2021
Anders Parment | Philip Kotler | Gary ArmstrongChapter 1 Marketing: creating customer value and engagement
Chapter 2 Company and marketing strategy
Chapter 3 Analysing the marketing environment
Chapter 4 Marketing research to gain consumer insights
Chapter 5 Sustainable marketing, social responsibility andethics
Chapter 6 Consumer markets and consumer buyer behaviour
Chapter 7 Business markets and business buyer behaviour
Chapter 8 Customer value-driven marketing strategy: creating valuefor target customers
Chapter 9 Branding: developing strong brands
Chapter 10 Products and services
Chapter 11 Pricing strategies
Chapter 12 Marketing channels
Chapter 13 Marketing communications
Chapter 14 Creating competitive advantage