Part 1: Definition of Marketing and the Marketing Process
Chapter 1 Marketing: Creating Customer Value and Engagement
Chapter 2 Corporate Strategy and Marketing Strategy: Customer Engagement,
Forming partnerships to build value and relationships

Part 2: Understanding Market and Customer Value
Chapter 3 Marketing Environment Analysis
Chapter 4: Managing Marketing Information to Gain Customer Insights
Chapter 5 Consumer Markets and Consumer Buying Behavior
Chapter 6: Industrial Goods Markets and Industrial Goods Buyer Behavior

Part 3: Customer Value-Oriented Strategy and Mix Design
Chapter 7 Customer Value-Oriented Marketing Strategy: Target Customers
Creating value for
Chapter 8 Products, Services, and Brands: Building Customer Value
Chapter 9 New Product Development and Product Life Cycle Management
Chapter 10: Pricing: Understanding and Capturing Customer Value
Chapter 11 Pricing Strategies: Additional Considerations
Chapter 12 Marketing Channels: Delivering Customer Value
Chapter 13 Retail and Wholesale Trade
Chapter 14: Customer Engagement and Customer Value Communication:
Integrated Marketing Communications Strategy
Chapter 15 Advertising and PR
Chapter 16 Personal Selling and Sales Promotion
Chapter 17: Direct, Online, Social Media, and Mobile Marketing

Part 4: Expanding the Marketing Area
Chapter 18 Creating Competitive Advantage
Chapter 19 Global Market
Chapter 20: Sustainable Marketing: Social Responsibility and Ethics