1: Marketing: Creating Customer Value and Engagement (PART 1: Defining Marketing and the Marketing Process (Chapters 1-2))
2: Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
3: Analyzing the Marketing Environment (PART 2: Understanding the Marketplace and Consumer Value (Chapters 3-5))
4: Managing Marketing Information to Gain Customer Insights
5: Understanding Consumer and Business Buyer Behavior
6: Customer Value-Driven Marketing Strategy: Creating Value for Target Customers (PART 3: Designing a Customer Value Driven Strategy and Mix (Chapters 6- 14))
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: Digital Marketing
15: The Global Marketplace (PART 4: Extending Marketing (Chapters 15-16))
16: Sustainable Marketing: Social Responsibility and Ethics
Appendix 1: Company Cases
Appendix 2: Case Study Exercises
Appendix 3: Marketing Plan
Appendix 4: Marketing by the Numbers
Appendix 5: Careers in Marketing
Glossary

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