•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 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 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 Marketing Plan
Marketing by the Numbers
Careers In Marketing