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