目次

Part 1--Defining Marketing and the Marketing Process 1. Marketing:Creating and Capturing Customer Value 2. Company and Marketing Strategy:Partnering to Build Customer Relationships Part 2--Understanding theMarketplace and Consumers 3. The Marketing Environment 4. ManagingMarketing Information to Gain Customer Insights 5. Consumer Markets andConsumer Buyer Behavior 6. Business Markets and Business Buyer BehaviorPart 3--Designing a Customer-Driven Marketing Strategy and Marketing Mix 7.Customer-Driven Marketing Strategy: Creating Value for Target Customers 8.Product, Services, and Brands: Building Customer Value 9. New-ProductDevelopment and Life-Cycle Strategies 10. Pricing: Understanding andCapturing Customer Value 11. Pricing Strategies 12. Marketing Channels:Delivering Customer Value 13. Retailing and Wholesaling 14. CommunicatingCustomer Value: Integrated Marketing Communication Strategy 15. Advertisingand Public Relations 16. Personal Selling and Sales Promotion 17. Directand Online Marketing: Building Direct Customer Relationships Part4--Extending Marketing 18. Creating Competitive Advantage 19. The GlobalMarketplace 20. Marketing Ethics and Social Responsibility APPENDIXES 1.Marketing Plan 2. Marketing by the Numbers 3. Careers in MarketingGlossary, Company Index, Subject Index