1. Evolves
1.1. Production era
1.2. Selling era
1.3. Consumers' era
1.4. New era
1.4.1. Customer relationship management
1.4.2. Social benefits
1.4.2.1. Satisfy environmental and social needs
1.4.3. Business ethics
1.4.4. Consumerism
1.4.5. Accountability
1.4.5.1. Imagine value
1.4.5.1.1. Strategic marketing investment
1.4.5.1.2. Value proposition
1.4.5.1.3. Marketing Mix
1.4.5.2. Predict value
1.4.5.2.1. Analogies and scenarios
1.4.5.2.2. Simulations of the future
1.4.5.2.3. Extrapolations from the past
1.4.5.3. Demonstrate value
1.4.5.3.1. Profitable revenues
1.4.5.3.2. Marketing costs utilisation
1.4.5.3.3. Customer's response
2. Planning
2.1. Marketing mix
2.1.1. 4P's
2.1.1.1. Price
2.1.1.2. Place
2.1.1.3. Promotion
2.1.1.4. Product
3. Is about
3.1. Exchange Relationships
3.2. Meeting Needs
3.2.1. Need
3.2.2. Want
3.3. Creating utility and value
3.3.1. Utility
3.3.1.1. Form Utility
3.3.1.2. Place Utility
3.3.1.3. Time Utility
3.3.1.4. Possession Utility
3.3.2. Value
4. Value
4.1. Sellers' perspective
4.1.1. Calculating consumers' value
4.1.2. Providing value to Stakeholders
4.1.2.1. Distinctive Competency
4.1.2.2. Differential Benefit
4.1.2.3. Competitive Advantage
4.1.3. Adding value
4.1.3.1. Value Chain
4.1.3.1.1. 1. Making Marketing Value Decisions
4.1.3.1.2. 2. Understanding consumer's value needs
4.1.3.1.3. 3. Creating the Value Proposition
4.1.3.1.4. 4. Communicating the Value Proposition
4.1.4. Consumers' generated value
4.2. Customers' perspective
4.3. Society persperctive
4.4. Dark Side of Marketing and Consumer Behaviour
4.4.1. Addictive Consumption
4.4.2. Exploited People
4.4.3. Illegal Activities
4.4.4. Shrinkage