Part I. Defining Marketing and the Marketing Process -- 1. Marketing: Creating and Capturing Customer Value -- 2. Company and Marketing Strategy: Partnering to Build Customer Relationships -- Part II. Understanding the Marketplace and Consumers -- 3. Analyzing the Marketing Environment -- 4. Managing Marketing Information to Gain Customer Insights -- 5. Consumer Markets and Consumer Buyer Behavior -- 6. Business Markets and Business Buyer Behavior -- Part III. Designing a Customer-Driven Strategy and Mix -- 7. Consumer-Driven Marketing Strategy -- 8. Products, Services, and Brands: Building Customer Value -- 9. New Product Development and Product Life-Cycle Strategies -- 10. Pricing: Understanding and Capturing Customer Value -- 11. Pricing Strategies -- 12. Marketing Channels: Delivering Customer Value -- 13. Retailing and Wholesaling -- 14. Communicating Customer Value: Integrated Marketing Communications Strategy -- 15. Advertising and Public Relations -- 16. Personal Selling and Sales Promotion -- 17. Direct and Online Marketing: Building Direct Customer Relationships -- Part IV. Extending Marketing -- 18. Creating Competitive Advantage -- 19. The Global Marketplace -- 20. Sustainable Marketing: Social Responsibility and Ethics.