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1 Creating Customer Relationships and Value through Marketing 2
2 Developing Successful Organizational and Marketing Strategies 24
Appendix A Building an Effective Marketing Plan 52
3 Understanding the Marketing Environment, Ethical Behavior,and Social Responsibility 68
Part 2 Understanding Buyers and Markets
4 Understanding Consumer Behavior 94
5 Understanding Organizations as Customers 122
6 Understanding and Reaching Global Consumers and Markets 142
Part 3 Targeting Marketing Opportunities
7 Marketing Research: From Customer Insights to Actions 172
8 Market Segmentation, Targeting, and Positioning 202
Part 4 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 with Consumers 424
17 Personal Selling and Sales Management 452
Part 5 Managing the Marketing Process
18 Implementing Interactive and Multichannel Marketing 480
Appendix B Planning a Career in Marketing 504
