Part 1 Defining marketing and the marketing process -- Marketing : creating customer value and engagement -- Company and marketing strategy : partnering to build customer engagement value and relationships -- Part 2 Understanding the marketplace and customer value -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and buyer behavior -- Business markets and business buyer behavior -- Part 3 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: Additional considerations -- Marketing channels: Delivering customer value -- Retailing and wholesaling -- Engaging Consumers and commmunicating customer value: integrated marketing -- Advertising and public relations -- Personal selling and sales promotion -- Direct and online, Social media, and mobile marketing -- Part 4 Extending marketing -- Creating competitive advantage -- The global marketplace -- Sustainable marketing: Social responsibility and ethics

1. Marketing