Part 1 Initiating the Marketing Process 1 Creating Customer Relationships and Value through Marketing 2 Developing Successful Organizational and Marketing Strategies 3 Scanning the Marketing Environment 4 Ethical and Social Responsibility for Sustainable Marketing
Part 2 Understanding Buyers and Markets 5 Understanding Consumer Behavior 6 Understanding Organizations as Customers 7 Understanding and Reaching Global Consumers and Markets
Part 3 Targeting Marketing Opportunities 8 Marketing Research: From Customer Insights to Actions 9 Market Segmentation, Targeting, and Positioning
Part 4 Satisfying Marketing Opportunities 10 Developing New Products and Services 11 Managing Successful Products, Services, and Brands 12 Services Marketing 318 13 Building the Price Foundation 14 Arriving at the Final Price 15 Managing Marketing Channels and Supply Chains 16 Retailing and Wholesaling 17 Implementing Interactive and Multichannel Marketing 18 Integrated Marketing Communications and Direct Marketing 19 Advertising, Sales Promotion, and Public Relations 20 Using Social Media and Mobile Marketing to Connect with Consumers 21 Personal Selling and Sales Management 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
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