PART Ⅰ: DEFINING MARKETING AND THE MARKETING PROCESS Ch 1 Marketing: Creating and Capturing Customer Value Ch 2 Company and Marketing Strategy: Partnering to Build Customer Relationships
PART Ⅱ: UNDERSTANDING THE MARKETPLACE AND CONSUMERS Ch 3 Analyzing the Marketing Environment Ch 4 Managing Marketing Information to Gain Customer Insights Ch 5 Understanding Consumer and Business Buyer Behavior
PART Ⅲ: DESIGNING A CUSTOMER-DRIVEN STRATEGY AND MIX Ch 6 Customer-Driven Marketing Strategy: Creating Value for Target Customers Ch 7 Products, Services, and Brands: Building Customer Value Ch 8 Developing New Products and Managing the Product Life-Cycle Ch 9 Pricing: Understanding and Capturing Customer Value Ch10 Marketing Channels: Delivering Customer Value Ch11 Retailing and Wholesaling Ch12 Communicating Customer Value: Advertising and Public Relations Ch13 Personal Selling and Sales Promotion Ch14 Direct and Online Marketing: Building Direct Customer Relationships
PART Ⅳ: EXTENDING MARKETING Ch15 The Global Marketplace Ch16 Sustainable Marketing: Social Responsibility and Ethics
Appendix 1 Marketing Cases Appendix 2 Marketing Plan Appendix 3 Marketing by the Numbers