Loose Leaf Marketing the Core 7e

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

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