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. Understanding Consumer and Business Buyer Behavior

PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN MARKETING STRATEGY AND MIX

6. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
7. Product, Services, and Brands: Building Customer Value
8. Developing New Products and Managing the Product Life Cycle
9. Pricing: Understanding and Capturing Customer Value
10. Marketing Channels: Delivering Customer Value
11. Retailing and Wholesaling
12. Engaging Customers and Communicating Customer Value: Advertising and Public Relations
13. Personal Selling and Sales Promotion
14. Digital Marketing

PART 4: EXTENDING MARKETING

15. The Global Marketplace
16. Sustainable Marketing: Social Responsibility and Ethics

APPENDICES

1. Company Cases
2. Marketing Plan
3. Marketing by the Numbers
4. Careers in Marketing

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