Part 1: Initiating the Marketing Process1 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 SocialResponsibility Part 2: Understanding Buyers and Markets4 Understanding Consumer Behavior 5 Understanding Organizations as Customers6 Understanding and Reaching Global Consumers and Markets Part 3: Targeting Marketing Opportunities7 Marketing Research: From Customer Insights to Actions8 Market Segmentation, Targeting, and Positioning Part 4: Satisfying Marketing Opportunities9 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 Marketing15 Integrated Marketing Communications and Direct Marketing 16 Advertising, Sales Promotion, and Public Relations17 Using Social Media and Mobile Marketing to Connect with Consumers18 Personal Selling and Sales Management Appendix B Planning a Career in Marketing
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