Brief Contents

PART 1 DEFINING MARKETING AND THE MARKETING PROCESS??2
1 Marketing: Creating and Capturing Customer Value 2
2 Company and Marketing Strategy: Partnering to Build Customer Value and Relationships 36

PART 2 UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE??64
3 Analyzing the Marketing Environment 64
4 Managing Marketing Information to Gain Customer Insights 96
5 Understanding Consumer and Business Buyer Behavior 130

PART 3 DESIGNING A CUSTOMER VALUE?DRIVEN STRATEGY AND MIX 168
6 Customer-Driven Marketing Strategy: Creating Value for Target Customers 168
7 Products, Services, and Brands: Building Customer Value 200
8 New Product Development and Product Life-Cycle Strategies 236
9 Pricing: Understanding and Capturing Customer Value 264
10 Marketing Channels: Delivering Customer Value 302
11 Retailing and Wholesaling 334
12 Engaging Consumers and Communicating Customer Value: Advertising and Public Relations 366
13 Personal Selling and Sales Promotion 402
14 Direct, Online, Social Media, and Mobile Marketing 434

PART 4 EXTENDING MARKETING 466
15 The Global Marketplace 466
16 Sustainable Marketing: Social Responsibility and Ethics 494

Appendix 1 Company Cases 523
Appendix 2 Marketing Plan 557
Appendix 3 Marketing by the Numbers 569

Glossary 587
References 597
Index 623