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Preface xii About the authors xviii Guided tour of the book Guided tour of the companion website Case matrix xx Acknowledgements xxiii Publisher's acknowledgements Part One: Defining Marketing and the Marketing Process 2 Video Case: Is marketing for everyone? 3 1 Marketing: managing profitable customer relationships 4 2 Company and marketing strategy: partnering to build customer relationships 40 Part Two: Understanding the Marketplace and Consumers 72 Video Case: Making an effort to understand your customers 73 3 The marketing environment 74 4 Managing marketing information 108 5 Consumer and business buyer behaviour 146 Part Three: Designing a Customer-Driven Marketing Strategy and Marketing Mix 186 Video Case:: Putting marketing into action 187 6 Segmentation, targeting and positioning: building the right relationships with the right customers 188 7 Product, services and branding strategy 228 8 Developing new products and managing the product life cycle 268 9 Pricing: understanding and capturing customer value 296 10 Marketing channels and supply chain management 332 11 Retailing and wholesaling 364 12 Communicating customer value: advertising, sales promotion and public relations 392 13 Communicating customer value: personal selling and direct marketing 434 Part Four: Extending Marketing 470 Video Case: Can marketing save the world? 471 14 Marketing in the digital age 472 15 The global marketplace 510 16 Ethics, social responsibility and sustainability 542 Appendix 1 Marketing plan 576 Appendix 2 Marketing metrics 588 Appendix 3 Careers in marketing 594 Glossary 602 Index