• Objective 1 Define marketing and outline the steps in the marketing process.
What is marketing? (pp. 4–5)
• Objective 2 Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Understanding the marketplace and customer needs (pp. 6–8)
• Objective 3 Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.
Designing a customer-driven marketing strategy (pp. 9–12)
•Preparing an integrated marketing plan and programme (p. 13)
• Objective 4 Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.
Building customer relationships (pp. 13–18)
Capturing value from customers (pp. 18–20)
• Objective 5 Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
The changing marketing landscape (pp. 21–22)

1-1 Define marketing. What is marketing myopia and how can it be avoided? (AACSB: Communication; Reflective thinking)