Table of Contents

*Part 1: Defining Marketing and the Marketing Process *1 Marketing: Creating and Capturing Customer Value *2 Company and Marketing Strategy: Partnering to Build Customer Satisfaction *Part 2: Understanding the Marketplace and Consumers *3 The Marketplace and Customers: Analysing the Environment *4 Managing Marketing Information: Gaining Customer Insights *5 Buyer Behaviour: Understanding Consumer and Business Buyers *Part 3: Designing a Customer-Driven Strategy and Mix *6 Customers Segments: Creating Value for Target Customers *7 Products, Services and Brands: Offering Customer Value *8 New-Products: Developing and Managing Innovation *9 Pricing: Capturing Customer Value *10 Placement: Customer Value Fulfilment *11 Advertising and Public Relations: Communicating Customer Value *12 Selling and Sales Promotion: Creating Value in Relationships *13 Direct and Digital Marketing: Building One-to-One Customer Relationships *Part 4: Extended Marketing *14 Sustainable Marketing: Valuing Social Responsibility *Appendices * Appendix 1 Marketing Metrics Spotlights * Appendix 2 The Marketing Plan: An Introduction Download the detailed Contents List (437 Kb)