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TABLE OF CONTENTS Part 1?Defining Marketing and the Marketing Process 1. Marketing: Creating and Capturing Customer Value 2. Company and Marketing Strategy: Partnering to Build Customer Relationships Part 2?Understanding the Marketplace and Consumers 3. Analyzing the Marketing Environment 4. Managing Marketing Information to Gain Customer Insights 5. Understanding Consumer and Business Buyer Behavior Part 3?Designing a Customer-Driven Marketing Strategy and Marketing Mix 6. Customer-Driven Marketing Strategy: Creating Value for Target Customers 7. Products, Services, and Brands: Building Customer Value 8. New-Product Development and Life-Cycle Strategies 9. Pricing: Understanding and Capturing Customer Value 10. Marketing Channels: Delivering Customer Value 11. Retailing and Wholesaling 12. Communicating Customer Value: Advertising and Public Relations 13. Communicating Customer Value: Personal Selling and Sales Promotion 14. Direct and Online Marketing: Building Direct Customer Relationships Part 4?Extending Marketing 15. The Global Marketplace 16. Marketing Ethics and Social Responsibility APPENDICES 1. Company Cases 2. Marketing Plan 3. Marketing by the Numbers 4. Careers in Marketing Glossary Subject Index Name, Organization, Brand, Company Index
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