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 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: Integrated 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



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