Includes bibliographical references and index.

Marketing:creating and capturing customer value – Company and marketing strategy:partnering to build customer relationships – Analyzing the marketing environment – Managing marketing information to gain customer insights – Consumer markets and consumer buyer behavior – Customer-driven marketing strategy: creating value for target customers – Products, services, and brands: building customer value – Developing new products and managingg the product life-cycle strategies – Pricing: understanding and capturing customer value – Marketing channels: delivering customer value – Retailing and wholesaling – Communicating customer value: integrated marketing marketing communication strategy – Personal selling and sales promotion – Direct and online marketing: building direct customer relationships – The global marketplace – Sustainable marketing: social responsibility and ethics.