Part 1. Defining marketing and the marketing process
1. Marketing: creating customer value and engagement
2. Company and marketing strategy: partnering to build customer engagement, value, and relationships
Part 2. Understanding the marketplace and consumer value
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 value-driven strategy and mix
6. Customer value-driven marketing strategy: creating value for target customers
7. Products, services, and brands: building customer value
8. Developing new products and managing the product life cycle
9. Pricing: understanding and capturing customer value
10. Marketing channels: delivering customer value
11. Retailing and wholesaling
12. Engaging consumers and communicating customer value: advertising and public relations
13. Personal selling and sales promotion
14. Direct, online, social media, and mobile marketing
Part 4. Extending marketing
15. The global marketplace
16. Sustainable marketing: social responsibility and ethics
Appendix 1. Company cases
Appendix 2. Marketing plan
Appendix 3. Marketing by the numbers
Appendix 4. Careers in marketing
Glossary
References

*La edición digital no incluye códigos de acceso a material adicional o programas mencionados en el libro.