Table of Contents

Part 1: Defining Marketing and the Marketing Process 

  1. 1. Marketing: Creating Customer Value and Engagement 
  2. 2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships  

Part 2: Understanding the Marketplace and Consumer Value 

  1. Analyzing the Marketing Environment 
  2. Managing Marketing Information to Gain Customer Insights 
  3. Consumer Markets and Buyer Behavior 
  4. Business Markets and Business Buyer Behavior 

Part 3: Designing a Customer Value—Driven Strategy and Mix 

  1. Customer Value—Driven Marketing Strategy: Creating Value for Target Customers 
  2. Products, Services, and Brands: Building Customer Value 
  3. Developing New Products and Managing the Product Life Cycle  
  4. Pricing: Understanding and Capturing Customer Value 
  5. Pricing Strategies: Additional Considerations 
  6. Marketing Channels: Delivering Customer Value 
  7. Retailing and Wholesaling 
  8. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy 
  9. Advertising and Public Relations 
  10. Personal Selling and Sales Promotion 
  11. Direct, Online, Social Media, and Mobile Marketing  

Part 4: Extending Marketing 

  1. Creating Competitive Advantage 
  2. The Global Marketplace 
  3. Sustainable Marketing: Social Responsibility and Ethics 

Appendix 1: Marketing Plan 

Appendix 2: Marketing by the Numbers 

Appendix 3: Careers in Marketing