Defining marketing and the marketing process -- Marketing: Creating customer value and engagement -- Company and marketing strategy: Partnering to build customer engagement, value, and relationships -- Understanding the marketplace and consumer value -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and buyer behavior -- Business markets and business buyer behavior -- Designing a customer value-driven strategy and mix -- Customer value-driven marketing strategy: Creating value for target customers -- Products, services, and brands: Building customer value -- Developing new products and managing the product life cycle -- Pricing: understanding and capturing customer value -- Pricing strategies: Advanced topics -- Marketing channels: Delivering customer value -- Retailing and wholesaling -- Engaging consumers and communicating customer value: Integrated marketing communications strategy -- Advertising and public relations -- Personal selling and sales promotion -- Digital marketing Extending marketing -- Creating competitive advantage -- The global marketplace -- Sustainable marketing: Social responsibility and ethics -- Marketing plan -- Marketing by the numbers -- Careers in marketing.