本书是世界有名市场营销菲利普·科特勒和加里·阿姆斯特朗的力著之一，自出版以来，一直被世界各国主要的工商管理学院作为市场营销学必修课的教材。书中包括大量有趣的例子和真实的案例。该书各章后都提供了练习题，它们将帮助读者更好地理解市场营销学的概念，更熟练地掌握市场营销的技术和方法。
本书既适合用作MBA、市场营销及相关专业本科生或研究生教材，也可供市场营销实际工作者参考。

Preface XV
Part 1:Defining Marketing and the Marketing Process 1
CHAPTER 1 Marketing:Creating Customer Value and Engagement 1
What Is Marketing? 3
Marketing Defined 4
The Marketing Process 4
Understanding the Marketplace and Customer Needs 5
Customer Needs,Wants,and Demands 5
Market Offerings-Products,Services,and Experiences 6
Customer Value and Satisfaction 6 Exchanges and Relationships 8
Markets 8
Designing a Customer Value-Driven Marketing Strategy and Plan 9
Customer Value-Driven Marketing Strategy 9
Preparing an Integrated Marketing Plan and Program 13
Managing Customer Relationships and Capturing Customer Value 13
……