CONTENT

Chapter 1: Marketing: Creating and Capturing Customer Value...................................................1

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Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships......46

Part 2: Understanding the Marketplace and Consumers

Chapter 3: Analyzing the Marketing Environment.......................................................................88

Chapter 4: Managing Marketing Information to Gain Customer Insights..................................133

Chapter 5: Consumer Markets and Consumer Buyer Behavior..................................................177

Chapter 6: Business Markets and Business Buyer Behavior......................................................221

Part 3: Designing a Customer-Driven Marketing Strategy and Mix

Chapter 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers.........263

Chapter 8: Products, Services, and Brands: Building Customer Value......................................305

Chapter 9: New-Product Development and Product Life-Cycle Strategies................................349

Chapter 10: Pricing: Understanding and Capturing Customer Value.........................................389

Chapter 11: Pricing Strategies....................................................................................................426

Chapter 12: Marketing Channels: Delivering Customer Value..................................................467

Chapter 13: Retailing and Wholesaling......................................................................................508

Chapter 14: Communicating Customer Value: Integrated Marketing

Communications Strategy............................................................................................................548

Chapter 15: Advertising and Public Relations............................................................................592

Chapter 16: Personal Selling and Sales Promotion.....................................................................634

Chapter 17: Direct and Online Marketing: Building Direct Customer Relationships................676

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall iii

Part 4: Extending Marketing

Chapter 18: Creating Competitive Advantage............................................................................718

Chapter 19: The Global Marketplace..........................................................................................761

Chapter 20: Sustainable Marketing: Social Responsibility and Ethics.......................................806

iv Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall