Part1 Initiating the Marketing Process
1 Creating Customer Relationships and Value through Marketing2
2 Developing Successful Organizational and MarketingStrategies 24
Appendix ABuilding an Effective Marketing Plan 52
3 Understanding the Marketing Environment, Ethical Behavior,and Social Responsibility 68
Part2 Understanding Buyers and Markets
4 Understanding Consumer Behavior 94
5 UnderstandingOrganizations as Customers 122
6 Understanding andReaching Global Consumers and Markets 142
Part3 Targeting MarketingOpportunities
7 Marketing Research: From Customer Insights to Actions 172
8 Market Segmentation, Targeting, and Positioning 202
Part4 Satisfying Marketing Opportunities
9 Developing New Products and Services 228
10 Managing Successful Products, Services, and Brands 258
11 Pricing Products and Services 288
12 Managing Marketing Channels and Supply Chains 314
13 Retailing and Wholesaling 340
14 Integrated Marketing Communications and Direct Marketing368
15 Advertising, Sales Promotion, and Public Relations 394
16 Using Social Media and Mobile Marketing to Connect withConsumers 424
17 Personal Selling and Sales Management 452
Part5 Managing the Marketing Process
18 Implementing Interactive and Multichannel Marketing 480
Appendix BPlanning a Career in Marketing 504