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Part 1: Initiating the Marketing Process
1 Creating Customer Relationships and Value through Marketing
2 Developing Successful Organizational and Marketing Strategies
Appendix A Building an Effective Marketing Plan
3 Understanding the Marketing Environment, Ethical Behavior, and Social
Responsibility
Part 2: Understanding Buyers and Markets
4 Understanding Consumer Behavior
5 Understanding Organizations as Customers
6 Understanding and Reaching Global Consumers and Markets
Part 3: Targeting Marketing Opportunities
7 Marketing Research: From Customer Insights to Actions
8 Market Segmentation, Targeting, and Positioning
Part 4: Satisfying Marketing Opportunities
9 Developing New Products and Services
10 Managing Successful Products, Services, and Brands
11 Pricing Products and Services
12 Managing Marketing Channels and Supply Chains
13 Retailing and Wholesaling
14 Implementing Interactive and Multichannel Marketing
15 Integrated Marketing Communications and Direct Marketing
16 Advertising, Sales Promotion, and Public Relations
17 Using Social Media and Mobile Marketing to Connect with Consumers
18 Personal Selling and Sales Management
Appendix B Planning a Career in Marketing
