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: Additional Considerations 

• 12. Marketing Channels: Delivering Customer Value 

• 13. Retailing and Wholesaling 

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

• 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. Sustainable Marketing: Social Responsibility and Ethics 

Appendix 1: Marketing Plan 

Appendix 2: Marketing by the Numbers 

Appendix 3: Careers in Marketing 

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