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Part 1: Initiating the Marketing Process
Chapter 1: Creating Customer Relationships and Value through Marketing
Chapter 2: Developing Successful Organizational and Marketing Strategies
Appendix A: Building an Effective Marketing Plan
Chapter 3: Scanning the Marketing Environment
Chapter 4: Ethical and Social Responsibility for Sustainable Marketing
Part 2: 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 3: Targeting Marketing Opportunities
Chapter 8: Marketing Research: From Customer Insights to Actions
Chapter 9: Market Segmentation, Targeting, and Positioning
Part 4: 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: Implementing Interactive and Multichannel Marketing
Chapter 18: Integrated Marketing Communications and Direct Marketing
Chapter 19: Advertising, Sales Promotion, and Public Relations
Chapter 20: Using Social Media and Mobile Marketing to Connect with Consumers
Chapter 21: Personal Selling and Sales Management
Chapter 22: Pulling It All Together: The Strategic Marketing Process
Part 5: Appendices
Appendix C: Planning a Career in Marketing
Appendix D: Alternate Cases, available in Connect at www.connect.mheducation.com
