1: Marketing: Managing Profitable Customer Relationships

2: Company and Marketing Strategy: Partnering to Build Customer Relationships

3: Marketing in the Digital Age: Making New Customer Connections

4: Social Responsibility and Marketing Ethics

5: The Marketing Environment

6: Managing Marketing Information

7: Consumer Markets and Consumer Buyer Behaviour

8: Business Markets and Business Buyer Behaviour

9: Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers

10: Product, Service, and Branding Strategies

11: New-Product Development and Product Life-Cycle Strategies

12: Pricing Strategies

13: Marketing Channels and Supply Management

14: Retailing and Wholesaling

15: Integrated Marketing Communication Strategy

16: Advertising, Sales Promotion, and Public Relations

17: Personal Selling and Direct Marketing

18: The Global Marketplace

19: Appendix