The 11th edition of Marketing is devided into five parts. Part 1, Initialing the Marketing Process, looks first at what marketing is and how it creates customer value and customer relationships; Part 2, Understanding Buyers and Markets,; Part 3 Targeting Marketing Opportunities, the marketing research function and how information about prospective consemers is linked to marketing strategy and desicions is discussed in chapter 8; Part 4 Satisfying Marketing Opportunities covers the marketing mix elements; Part 5, Managing the Marketing Process, discusses issues and techniques related to interactive marketing technologies and the strategic marketing process. The book closes with several useful supplemental sections. //yn
