Principles of Marketing : a South Asian perspective / by Philip Kotler, Gray Armstrong, Prafulla Y. Agnihotri and Ehsan ul Haque

Includes appendices, reference and index.

DEFINING MARKETING AND THE MARKETING PROCESS : Marketing : creating and capturing customer value 2 -- Company and marketing strategy : partnering to build customer relationships -- UNDERSTANDING THE MARKET PLACE AND CONSUMERS : Analyzing the marketing environment -- Managing marketing information to gain customer Insights -- Consumer Markets and consumer buyer behavior -- Business markets and business buyer behavior -- DESIGNING A CUSTOMER-DRIVEN STRATEGY AND MIX : Customer-driven marketing strategy : creating value for target customers -- Products, service, and brands : building customer value -- New product development and product life-cycle strategies -- Pricing : understanding and capturing customer value -- Pricing strategies -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : integrated marketing communications strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing : building direct customer relationships -- EXTENDING MARKETING : Creating competitive advantage -- The gobal Marketplace -- Sustainable marketing : social responsibility and ethics