Defining marketing and the marketing process -- Marketing : creating and capturing customer value -- Company and … marketing strategy : partnering to build customer value and relationships -- Understanding the marketplace and customer value … -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Understanding consumer and …

"Our goal with the second European edition of Marketing: an introduction has been to retain the great strengths of the …

"Today's marketing is all about creating customer value and engagement in a fast-changing, increasingly digital and … social marketplace. Marketing starts with understanding consumer needs and wants, determining which target markets the … tried-and-true traditional marketing methods, marketers have a dazzling set of new online, mobile, and social media tools …