Includes bibliographical references and index.

Marketing -- Company and marketing strategy : partnering to build cu stomer relationships -- The marketing environment -- Managing marketing information -- Consumer markets and consumer buyer behavior -- Busines s markets and business buyer behavior -- Segmentation, targeting, and p ositioning : building the right relationships with the right customers -- Product, services, and branding strategy -- New-product development and product life-cycle strategies -- Pricing products : pricing conside rations and strategies -- Pricing products : pricing strategies -- Mark eting channels and supply chain management -- Retailing and wholesaling -- Integrated marketing communications strategy -- Personal selling an d direct marketing -- Creating competitive advantage -- Marketing in th e digital age -- The global marketplace -- Marketing and society : soci al responsibilityand marketing ethics.