Defining marketing and the marketing process -- Marketing : creating and capturing customer value -- Company and … marketing strategy : partnering to build customer value and relationships -- Understanding the marketplace and customer value … -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Understanding consumer and …

"These are exciting times in marketing. Recent surges in digital technologies have created a new, more engaging, more … connected marketing world. Beyond traditional tried-and-true marketing concepts and practices, today's marketers have added a … new consumer empowerment to 'big data' and new marketing analytics - have profoundly affected both marketers and the …

Preface -- About the authors -- Acknowledgements -- Defining marketing and the marketing process -- Creating customer … value and engagement -- Company and marketing strategy : partnering to build customer engagement, value and relationships … -- Understanding the marketplace and consumers -- Analysing the marketing environment -- Managing marketing information to gain …