The goal of every marketer is to create more value for customers. So it makes sense that our goal for the fourteenth edition is to continue creating more value for you, our customer. Our goal is to introduce new marketing students to the fascinating world of modern marketing in an innovative an comprehensive yet practical and enjoyable way. We’ve poured over every page, table, figure, fact, and example in an effort to make this the best text from which to learn about and teach marketing. Enhanced by mymarketinglab, our online homework and personalized study tool, the fourteenth edition creates exceptional value for both students and professors.

Part 1 Defining Marketing and the marketing Process
- Marketing: Creating and Capturing Customer Value
- Company and Marketing Strategy: Partnering to Build Customer Relationships

Part 2 Understanding the Marketplace and Consumers
- Analyzing the Marketing Environment
- Managing Marketing Information to Gain Customer Insights
- Consumer Markets and Consumer Buyer Behavior
, etc.

Part 3 Designing a Customer-Driven Strategy and Mix
- Customer-Driven Marketing Strategy: Creating Value for Target Customers
- Products, Services, and Brands: Building Customer Value
- New Product Development and Product Life-Cycle Strategies
, etc.

Part 4 Extending Marketing
- Creating Competitive Advantage
- The Global Marketplace
- Sustainable Marketing: Social Responsibility and Ethics