PART 1: DEFINING MARKETING AND THE MARKETING PROCESSMarketing: Creating Customer Value and EngagementCompany and Marketing Strategy: Partnering to Build Customer Engagement, Value, and RelationshipsPART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUEAnalyzing the Marketing EnvironmentManaging Marketing Information to Gain Customer InsightsConsumer Markets and Buyer BehaviorBusiness Markets and Business Buyer BehaviorPART 3: DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIXCustomer Value-Driven Marketing Strategy: Creating Value for Target CustomersProducts, Services, and Brands: Building Customer ValueDeveloping New Products and Managing the Product Life CyclePricing: Understanding and Capturing Customer ValuePricing Strategies: Additional ConsiderationsMarketing Channels: Delivering Customer ValueRetailing and WholesalingEngaging Consumers and Communicating Customer Value: Integrated Marketing Communications StrategyAdvertising and Public RelationsPersonal Selling and Sales PromotionDigital MarketingPART 4: EXTENDING MARKETINGCreating Competitive AdvantageThe Global MarketplaceSustainable Marketing: Social Responsibility and EthicsAPPENDICESMarketing PlanMarketing by the NumbersCareers In Marketing