Part 1–Defining Marketing and the Marketing Process    2
1.         Marketing: Managing Profitable Customer Relationships    2

2.         Company and Marketing Strategy: Partnering to Build Customer Relationships    34

Part 2–Understanding the Marketplace and Consumers     62
3.         The Marketing Environment    62

4.         Managing Marketing Information    94

5.         Consumer Markets and Consumer Buyer Behavior    128

6.         Business Markets and Business Buyer Behavior    158

Part 3–Designing a Customer-Driven Strategy and Marketing Mix    182
7.         Customer-Driven Marketing Strategy: Creativing Value for Target Customers    182

8.         Product, Services, and Branding Strategies    216

9.         New-Product Development and Life-Cycle Strategies    250

10.       Pricing Products: Understanding and Capturing Customer Value    282

11.       Pricing Products: Pricing Strategies    306

12.       Marketing Channels and Supply Chain Management    332

13.       Retailing and Wholesaling    364

14.       Communicating Customer Value: Integrated Marketing Communication Strategy    396

15.       Advertising and Public Relations    424

16.       Personal Selling and Sales Promotion    450

17.       Direct and Online Marketing: Building Direct Customer Relationships    478

Part 4–Extending Marketing     514
18.       Creating Competitive Advantage    514

19.       The Global Marketplace    540

20.       Marketing Ethics and Social Responsibility    570

APPENDIXES
1.         Marketing Plan    A-1

2.         Marketing by the Numbers    A-11

3.         Careers in Marketing    A-27

References R-1

Glossary G-1

Credits C-1

Index I-1

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