PART ONE Marketing in the Twenty-First Century 1. Why Marketing Matters to You 2. Strategic Planning 3. The Global Environment PART TWO Understanding Your Customer 4. Consumer Behavior 5. Marketing Research 6. Product Development 7. Segmentation, Targeting, and Positioning PART THREE Reaching Your Customer 8. Promotional Strategies 9. Personal Selling 10. Supply Chain and Logistics Management 11. Pricing 12. Retailing 13. Digital and Social Media Marketing PART FOUR Responding to Your Customer 14. Branding 15. Customer Relationship Management 16. Social Responsibility and Sustainability
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