The text covers strategic planning and the marketing process, marketing research and information systems, consumer markets and behavior, product and services strategy, distribution channels, retailing and wholesaling, advertising, online marketing, and the global marketplace.

Índice: 1- Marketing in a changing world: creating customer value and satisfaction. 2- Strategic planning and the marketing process; 3- The marketing environment; 4- Marketring research and information systems; 5-Consumer markets and consumer buyer behavior; 6-Business markets and business buyer behavior; 7- Market segmentation, targeting, and positioning for competitive advantage; 8- Product and services strategy; 9- New-product development and product life-cycle strategies; 10- Pricing products: pricing considerations and approaches; 11- Pricing produts: pricing strategies; 12- Distribution channels and logistics management; 13- Retailing and wholesaling; 14- Integrated marketing communications strategy; 15- Advertising, sales promotion, and public relations; 16- Personal selling and sales management; 17- Direct and online marketing: the new marketing model; 18- Competitive strategies: attracting, retaining, and growing customers; 19- The global marketplace; 20- Marketing and society: social responsibility and marketing ethics