1 Marketing: Managing Profitable Customer Relationships
2 Company and Merketing Strategy: Partnering to Build Customer Relationships
3 The Marketing Environment
4 Managing Marketing Information
5 Consumer Markets and Consumer Buyer Behavior
6 Business Markets and Business Buyer Behavior
7 Customer-Driven Marketing Strategy: Creating Value for Target Customers
8 Product, Services, and Branding Strategy
9 New-Products Development and Product Life-Cycle Strategies
10 Pricing Products: Understanding and Capturing Customer Value
11 Pricing Products: Pricing Strategies
12 Marketing Channels: Delivering Customer Value
13 Retailing and Wholesaling
14 Communicating Customer Value: Integrated Marketing Communications Strategy
15 Advertising and Public Relations
16 Personal Selling and Sales Promotion
17 Direct, Online, Social Media, and Mobile 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