1: Defining Marketing for the New Realities (PART 1: Fundamentals of Marketing Management)
2: Marketing Planning and Management
3: Analyzing Consumer Markets (PART 2: Understanding the Market)
4: Analyzing Business Markets
5: Conducting Marketing Research
6: Identifying Market Segments and Target Customers (PART 3: Developing a Viable Market Strategy)
7: Crafting a Customer Value Proposition and Positioning
8: Designing and Managing Products (PART
4: Designing Value)
9: Designing and Managing Services
10: Building Strong Brands
11: Managing Pricing and Sales Promotions
12: Managing Marketing Communications (PART 5: Communicating Value)
13: Designing an Integrated Marketing Campaign in the Digital Age
14: Personal Selling and Direct Marketing
15: Designing and Managing Distribution Channels (PART 6: Delivering Value)
16: Managing Retailing (PART 7: Managing incompetitive Markets
18: Developing New Market Offerings
19: Building Customer Loyalty
20: Tapping into Global Markets
21: Environmental, Social, and Governance Issues in Marketing
Glossary

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