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 CONSUMER 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 STRATEGY AND MIX

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

• 8. Products, 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: Advanced Topics

• 12. Marketing Channels: Delivering Customer Value

• 13. Retailing and Wholesaling

• 14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy

• 15. Advertising and Public Relations

• 16. Personal Selling and Sales Promotion

• 17. Digital Marketing

PART 4: EXTENDING MARKETING

• 18. Creating Competitive Advantage

• 19. The Global Marketplace

• 20. Sustainable Marketing: Social Responsibility and Ethics

APPENDICES

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