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PART 1: DEFINING MARKETING AND THE MARKETING PROCESS
1 Marketing: Creating Customer Value and Engagement
2 Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

PART 2: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE
3 Analyzing the Marketing Environment
4 Managing Marketing Information to Gain Customer Insights
5 Understanding Consumer and Business Buyer Behavior

PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN MARKETING STRATEGY AND MIX
6 Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
7 Product, Services, and Brands: Building Customer Value
8 Developing New Products and Managing the Product Life Cycle
9 Pricing: Understanding and Capturing Customer Value
10 Marketing Channels: Delivering Customer Value
11 Retailing and Wholesaling
12 Engaging Customers and Communicating Customer Value: Advertising and Public Relations
13 Personal Selling and Sales Promotion
14 Digital Marketing

PART 4: EXTENDING MARKETING
15 The Global Marketplace
16 Sustainable Marketing: Social Responsibility and Ethics

APPENDICES
Company Cases
Marketing Plan
Marketing by the Numbers
Careers in Marketing