Part 1?Defining Marketing and the Marketing Process
1. Marketing: Managing Profitable Customer Relationships

2. Company and Marketing Strategy: Partnering to Build Customer Relationships



Part 2?Understanding the Marketplace and Consumers
3. The Marketing Environment

4. Managing Marketing Information

5. Consumer Markets and Consumer Buyer Behavior

6. Business Markets and Business Buyer Behavior



Part 3?Designing a Customer-Driven Strategy and Marketing Mix
7. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers

8. Product, Services, and Branding Strategies

9. New-Product Development and Life-Cycle Strategies

10. Pricing: Understanding and Capturing Customer Value

11. Pricing Strategies

12. Marketing Channels and Supply Chain Management

13. Retailing and Wholesaling

14. Communicating Customer Value: Integrated Marketing Communication Strategy

15. Advertising and Public Relations

16. Personal Selling and Sales Promotion

17. Direct and Online Marketing



Part 4?Extending Marketing
18. Creating Competitive Advantage

19. The Global Marketplace

20. Marketing Ethics and Social Responsibility



APPENDIXES
1. Marketing Plan

2. Marketing by the Numbers

3. Careers in Marketing

Glossary, Author Index, Company Index, Subject Index