Part 1:  MAKING MARKETING VALUE DECISIONS

Chapter 1:  Welcome to the World of Marketing:  Creating and Delivering Value

Chapter 2:  Strategic Market Planning:  Painting the Big Picture

Chapter 3: Thriving in the Marketing Environment:  The World is Flat

Part 2:  UNDERSTANDING CONSUMERS’ VALUE NEEDS

Chapter 4:  Marketing Research: Gathering, Analyzing and Using Information

Chapter 5:  Consumer Behavior:  How and Why People Buy

Chapter 6:  Business-to-Business Markets:  How and Why Organizations Buy

Chapter 7:  Sharpening the Focus:  Target Marketing Strategies and Customer Relationship Management

Part 3:  CREATING THE VALUE PROPOSITION

Chapter 8:  Creating the Product

Chapter 9:  Managing the Product

Chapter 10: Services and Other Intangibles:  Marketing the Product That Isn’t There

Chapter 11:  Pricing the Product

Part 4:  COMMUNICATING THE VALUE PROPOSITION

Chapter 12:  Catching the Buzz: Promotional Strategy and Integrated Marketing Communication

Chapter 13:  Advertising, Sales Promotion, and Public Relations

Chapter 14:  Personal Selling, Sales Management and Direct Marketing  

Part 5:  DELIVERING THE VALUE PROPOSITION

Chapter 15:  Delivering Value Through Supply Chain Management: Channels of Distribution and Logistics 

Chapter 16:  Retailing:  Bricks and Clicks

Appendix A:  Qode In Action: Implementing a Marketing Plan 

Appendix B:  Sample Marketing Plan: The S&S Smoothie Company

Appendix C:  Marketing Math