Preface XV
Part 1:Defining Marketing and the Marketing Process 1
CHAPTER 1 Marketing:Creating Customer Value and Engagement 1
What Is Marketing? 3
Marketing Defined 4
The Marketing Process 4
Understanding the Marketplace and Customer Needs 5
Customer Needs,Wants,and Demands 5
Market Offerings-Products,Services,and Experiences 6
Customer Value and Satisfaction 6 Exchanges and Relationships 8
Markets 8
Designing a Customer Value-Driven Marketing Strategy and Plan 9
Customer Value-Driven Marketing Strategy 9
Preparing an Integrated Marketing Plan and Program 13
Managing Customer Relationships and Capturing Customer Value 13
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