Principles of marketing for a digital age

Part I: The marketing environment. Understanding marketing ; Understanding buyers

Part II: The marketing toolbox. Segmentation, targeting, and positioning ; Marketing research and analysis ; Marketing strategy

Part III: The marketing mix. Creating value: products and services ; Offering value: price ; Distributing value: place ; Communicating value: promotion

Part IV: The marketing long game. Extending value: people, process, and presence in the customer experience ; Maintaining value: branding and brand management ; Managing value: analytics and marketing value management systems.