Includes appendix,references,glossary and index.

Contents: Defining marketing and the marketing process: Marketing:creating and capturing customer value -- Company and marketing strategy: -- Partnering to build customer relationships -- Understanding the marketplace and consumers: Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and consumer buyer behavior -- Business markets and business buyer behavior -- Designing a customer-driven marketing strategy and mix: Customer-driven marketing strategy:creating value for target customers -- Products,services,and brands: building customer value -- New- product development and product life cycle-strategies -- Pricing: understanding and capturing customer value -- Pricing strategies -- Marketing channels: delivering customer value -- Retailing and wholesaling -- Communicating customer value: integrate marketing communications strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing: building direct customer relationships -- Extending marketing: Creating competitive advantage -- The Global marketplace -- Sustainable marketing: social responsibility and ethics -- Appendix1: Marketing plan -- Appendix 2: Marketing by the numbers -- Appendix 3: Careers in marketing.