PART I: DEFINING MARKETING AND THE MARKETING PROCESS

Ch 1 Marketing: Creating Customer Value and Engagement

Ch 2 Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships



PART II: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE

Ch 3 Analyzing the Marketing Environment

Ch 4 Managing Marketing Information to Gain Customer Insights

Ch 5 Understanding Consumer and Business Buyer Behavior



PART III: DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX

Ch 6 Customer Value-Driven Marketing Strategy: Creating Value for Target Customers

Ch 7 Product, Services, and Brands: Building Customer Value

Ch 8 Developing New Products and Managing the Product Life Cycle

Ch 9 Pricing: Understanding and Capturing Customer Value

Ch10 Marketing Channels: Delivering Customer Value

Ch11 Retailing and Wholesaling

Ch12 Engaging Customers and Communicating Customer Value:? Advertising and Public Relations

Ch13 Personal Selling and Sales Promotion

Ch14 Digital Marketing



PART IV: EXTENDING MARKETING

Ch15 The Global Marketplace

Ch16 Sustainable Marketing: Social Responsibility and Ethics