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Table of Contents
Part One-Initiating the Marketing Process Chapter 1: Creating Customer Relationships and Value through Marketing Chapter 2: Developing Successful Marketing and Organizational Strategies Appendix A: Building an Effective Marketing Plan Chapter 3: Scanning the Marketing Environment Chapter 4: Ethical and Social Responsibility in Marketing
Part Two-Understanding Buyers and Markets Chapter 5: Understanding Consumer Behavior Chapter 6: Understanding Organizations as Customers Chapter 7: Understanding and Reaching Global Consumers and Markets
Part Three-Targeting Marketing Opportunities Chapter 8: Marketing Research: From Insights to Action Chapter 9: Market Segmentation, Targeting, and Positioning
Part Four-Satisfying Marketing Opportunities Chapter 10: Developing New Products and Services Chapter 11: Managing Successful Products, Services, and Brands Chapter 12: Services Marketing Chapter 13: Building the Price Foundation Chapter 14: Arriving at the Final Price Appendix B: Financial Aspects of Marketing Chapter 15: Managing Marketing Channels and Supply Chains Chapter 16: Retailing and Wholesaling Chapter 17: Integrated Marketing Communications and Direct Marketing Chapter 18: Advertising, Sales Promotion, and Public Relations Chapter 19: Social Media Marketing Chapter 20: Personal Selling and Sales Management
Part Five-Managing the Marketing Process Chapter 21: Implementing Interactive and Multichannel Marketing Chapter 22: Pulling It All Together: The Strategic Marketing Process
Appendix C: Planning a Career in Marketing Appendix D: Alternate Cases Glossary Chapter Notes