Our goal for the tenth edition is to Bring More Power To You. Before we launch into a full "tour," we'd like to give you a quick preview of what we mean by a more powerful edition. First, the new edition builds upon a powerful theme: Marketing is the science and art of creating and managing profitable customer relationships. But marketers cannot do this alone. They must also be good at managing relationships with partners inside and outside the company, working together to connect wuth customers. In this new eition, we develop this customer and partner relationship-building framework in the first two chapters, and then expand upon it throughout the book.
Part 1 Understanding marketing and marketing process
Part 2 Developing marketing opportunities and strategies
Part 3 Developing the marketing mix
Part 4 Managing marketing