Creating and Capturing Customer Value

What is Marketing?

The Marketing Process

Understanding the Marketplace and Customer Needs

Designing a Customer-Driven Marketing Strategy

Preparing an Integrated Marketing Plan and Program: Building Customer Relationships

Capturing Value from Customers

The Changing Marketing Landscape

Customer Needs, Wants, and Demands

Market Offerings - Products, Services, and Experiences

Customer Value and Satisfaction

Exchanges and Relationships

Markets

Selecting Customers to Serve

Choosing a Value Proposition

Marketing Management Orientation

Customer Relationship Management

The Changing Nature of Customer Relationships

Partner Relatinship Management

Creating Customer Loyalty and Retention

Growing Share of Customers

Building Customer Equity

The Changing Economic Environment

The Digital Age

The Growth of Not-for-Profit Marketing

Rapid Globalization

Sustainable Marketing

The Call for More Social Responsibility