Y1 - Marketing I

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1. Chapter 1: Marketing: Creating Customer Value and Engagement
2. Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
3. Chapter 3: Analyzing the Marketing Environment
4. Chapter 4: Managing Marketing Information to Gain Customer Insights
5. Chapter 5: Consumer Markets and Buyer Behavior
6. Chapter 6: Business Markets and Business Buyer Behavior
7. Chapter 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers
8. Chapter 8: Products, Services, and Brands: Building Customer Value
9. Chapter 9: New Product Development and Product Life-Cycle Strategies
10. Chapter 10: Pricing: Understanding and Capturing Customer Value
11. Chapter 11: Pricing Strategies: Additional Considerations
12. Chapter 12: Marketing Channels: Delivering Customer Value
13. Chapter 13: Retailing and Wholesaling
14. Chapter 14: Engaging Customers and Communicating Customer Value
15. Chapter 15: Advertising and Public Relations
16. Chapter 17: Direct, Online, Social Media, and Mobile Marketing
17. Chapter 18: Creating Competitive Advantage
18. Chapter 19: The Global Marketplace
19. Chapter 20: Social Responsibility and Ethics