ÍNDICE

1. Marketing Creating Customer Value and Engagement;
2. Company and Marketing Strategy Partnering to Build Customer Engagement, Value, and Relationships;
3. Analyzing the Marketing Environment;
4. Managing Marketing Information to Gain Customer Insights;
5. Understanding Consumer and Business Buyer Behavior;
6. Customer Value-Driven Marketing Strategy Creating Value for Target Customers;
7. Product, Services, and Brands Building Customer Value;
8. Developing New Products and Managing the Product Life Cycle;
9. Pricing Understanding and Capturing Customer Value;
10. Marketing Channels Delivering Customer Value;
11. Retailing and Wholesaling;
12. Engaging Customers and Communicating Customer Value Advertising and Public Relations;
13. Personal Selling and Sales Promotion;
14. Direct, Online, Social Media, and Mobile Marketing;
15. The Global Marketplace;
16. Sustainable Marketing Social Responsibility and Ethics

A 14ª edição reflete as principais tendências e forças de mudança que afetam o marketing nesta era digital de valor,
e relacionamento com o cliente, deixando os alunos com uma compreensão mais rica dos conceitos, estratégias e práticas básicas de marketing. Por meio de casos atualizados da empresa, os destaques do Marketing at Work e exercícios revisados de final de capítulo, os alunos podem aplicar os conceitos de marketing aos cenários reais da empresa.