Preface xiii
about the authors xv
acknowledgements xvi
Chapter 1 marketing: creating and capturing customer value 3
Chapter 2 Company and marketing strategy 43
Chapter 3 analysing the marketing environment 71
Chapter 4 managing marketing information to gain customer insights 99
Chapter 5 Consumer markets and consumer buyer behaviour 125
Chapter 6 Business markets and business buyer behaviour 157
Chapter 7 Customer-driven marketing strategy: creating value for target customers 181
Chapter 8 Branding: developing strong brands 217
Chapter 9 Products and services 249
Chapter 10 Pricing strategies 275
Chapter 11 marketing channels 311
Chapter 12 market communication 347
Chapter 13 Creating competitive advantage 383
Chapter 14 marketing in a global marketplace striving for sustainability 403
Glossary 447
index 453