Table of Contents:

Part 1. Defining Marketing and the Marketing Process

• 1. Marketing: Creating Customer Value and Engagement

• 2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Part 2. Understanding the Marketplace and Customer Value

• 3. Analyzing the Marketing Environment

• 4. Managing Marketing Information to Gain Customer Insights

• 5. Consumer Markets and Buyer Behavior

• 6. Business Markets and Business Buyer Behavior

Part 3. Designing a Customer Value-Driven Marketing Strategy and Mix

• 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers

• 8. Product, Services, and Brands: Building Customer Value

• 9. Developing New Products and Managing the Product Life Cycle

• 10. Pricing: Understanding and Capturing Customer Value

• 11. Pricing Strategies: Additional Considerations

• 12. Marketing Channels: Delivering Customer Value

• 13. Retailing and Wholesaling

• 14. Engaging Customers and Communicating Customer Value

• 15. Advertising and Public Relations

• 16. Personal Selling and Sales Promotion

• 17. Direct, Online, Social Media, and Mobile Marketing

Part 4. Extending Marketing

• 18. Creating Competitive Advantage

• 19. The Global Marketplace

• 20. Social Responsibility and Ethics

APPENDIXES

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