Defining Marketing and the Marketing Process; Creating and Capturing Customer Value and Company and Marketing Strategy: Partnering to Build Customer Relationships. Understanding the Marketplace and Consumers; Analyzing the Marketing Environment, Managing Marketing Information to Gain Customer Insights; Consumer Markets and Consumer Buyer Behavior, Business Markets and Business Buyer Behavior. Designing a Customer-Driven Strategy and Mix; Customer-Driven Marketing Strategy: Creating Value for Target Customer, Products, Services, and Brands: Building Customer Value, New Product Development and Product Life-Cycle Strategies, Pricing: Understanding and Capturing Customer Value, Pricing Strategies, Marketing Channels: Delivering Customer Value, Retailing and Wholesaling, Communicating Customer Value: Integrated Marketing Communications Strategy, Advertising and Public Relations, Personal Selling and Sales Promotion and Direct and Online Marketing: Building Direct Customer Relationships. Extending Marketing; Creating Competitive Advantage, Global Marketplace, and Sustainable Marketing: Social Responsibility and Ethics.
- Editing Teacher: Richard Maswili