"Pearson international edition"--P. [4] of cover.

Defining marketing and the marketing process -- Marketing : creating and capturing customer value -- Company and marketing strategy : partnering to build customer relationships -- Understanding the marketplace and consumers -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Understanding consumer and business buyer behaviour -- Designing a customer-driven strategy and mix -- Customer-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 -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing : building direct customer relationships -- Extending marketing -- Global marketplace -- Sustainable marketing : social responsibility and ethics.

Building upon an innovative and integrative marketing framework, this book positions marketing simply as the art and science of creating value for customers, in order to capture value from customers in return.