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EBOOK: Principles and Practice of Marketing, 9e
PART 1 Fundamentals of Marketing 1 Marketing and the Organization 2 The Marketing Environment 3 Consumer Behaviour 4 Business-to-Business Marketing 5 Marketing, Ethics and Society 6 Marketing Analytics and Research 7 Market Segmentation and Positioning PART 2 Creating Customer Value 8 Value Through Brands 9 Value Through Services 10 Value Through Relationships 11 Value Through Innovation 12 Value Through Pricing PART 3 Communicating and Delivering Customer Value 13 Integrated Marketing Communications 14 Mass Marketing Communications 15 Direct Marketing Communications 16 Digital Marketing and Social Media 17 Distribution and Channel Management PART 4 Marketing Planning and Strategy 18 Marketing Planning: An Overview of Strategic Analysis and Decision making 19 Analysing Competitors and Creating a Competitive Advantage 20 Product Strategy: Lifecycle, Portfolio and Growth 21 Global Marketing Strategy 22 Managing Marketing Implementation, Organization and Control