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Contents
PART 1: DEFINING MARKETING AND THE MARKETING PROCESS
Marketing: Creating Customer Value and Engagement
Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
PART 2: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE
Analyzing the Marketing Environment
Managing Marketing Information to Gain Customer Insights
Understanding Consumer and Business Buyer Behavior
PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN MARKETING STRATEGY AND MIX
Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
Product, Services, and Brands: Building Customer Value
Developing New Products and Managing the Product Life Cycle
Pricing: Understanding and Capturing Customer Value
Marketing Channels: Delivering Customer Value
Retailing and Wholesaling
Engaging Customers and Communicating Customer Value: Advertising and Public Relations
Personal Selling and Sales Promotion
Digital Marketing
PART 4: EXTENDING MARKETING
The Global Marketplace
Sustainable Marketing: Social Responsibility and Ethics
APPENDICES
Company Cases
Marketing Plan
Marketing by the Numbers
Careers in Marketing
