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 strategy and mix. 6, Customer value-driven marketing strategy: creating value for target customers. 7, Products, 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 costomers and communicating customer value: advertising and public relations. 13, Personal selling and sales promotion. 14, Direct, online, social media, and mobile marketing -- Part 4. Extending marketing. 15, The global marketplace. 16, Sustainable marketing: social responsibility and ethics.