Includes index

Contents: 1. Defining marketing and the marketing process: Marketing: creating customer value and engagement -- Company and marketing strategy: partnering to build customer engagement, value, and relationships -- 2. Understanding the marketplace and consumer value: Analyzing the market environment -- Managing marketing information to gain customer insights -- Consumer markets and buyer behavior -- Business markets and business buyer behavior --3. Designing a customer-driven marketing strategy and mix: Customer value-driven marketing strategy: creating value for target customers -- Products, services, and brands: building customer value -- Developing new products and managing the product life-cycle -- Pricing: understanding and capturing customer value -- Pricing strategies: additional considerations -- Marketing channels: delivering customer value -- Retailing and wholesaling -- Engaging consumers and communicating customer value: integrated marketing communication strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct, online, social media, and mobile marketing --
4. Extending marketing: Creating competitive advantage -- The global marketplace -- Sustainable marketing: social responsibility and ethics --