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...

"Today's marketing is all about creating customer value and engagement in a fast-changing, increasingly digital and social marketplace. Marketing starts with understanding consumer needs and wants, determining which target markets the organization can serve best, and developing a compelling...

"An overview of the most important topics in marketing from the faculty of Kellogg--the world #1 MBA program in marketing. Many faculty contributors are also industry veterans, including Jim Lecinski (former VP at Google), Kevin McTigue (former SVP at SapientRazorfish), and Tom O'Toole (former...

1. The Current State of Marketing -- 2. The New Paradigm: H2H Marketing -- 3. H2H Mindset: The Basis -- 4. H2H Management: Putting Trust and Brand in Focus -- 5. Rethinking Operative Marketing: The H2H Process -- 6. Finding Meaning in a Troubled World.