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Table of Contents

Part 1: Make Marketing Value Decisions 1. Welcome to the World of Marketing: Creating and Delivering Value 2. Strategic Market Planning: Taking the Big Picture 3. Thriving in the Marketing Environment: The World Is Flat Part 2: Understand Consumers' Value Needs 4. Marketing Research: Gathering, Analysing and Using Information 5. Consumer Behaviour: How and Why We Buy 6. Business-to-business Markets: How and Why Organisations Buy 7. Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management Part 3: Create the Value Proposition 8. Creating and Managing Products 9. Services and Other Intangibles: Marketing a Product that Isn't There 10. Pricing the Product Part 4: Communicate the Value Proposition 11. One-to-many: Advertising, Consumer Sales Promotion and Public Relations 12. One-to-one: Trade Promotion, Data-driven Marketing and Personal Selling 13. Many-to-many: Online Marketing Communication and New Media Part 5: Deliver the Value Proposition 14. Delivering Value through Supply Chains and Logistics

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