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Part One Initiating the Marketing Process

1 Creating Customer Relationships and Value through Marketing

2 Developing Successful Marketing and Corporate Strategies

Appendix A Building an Effective Marketing Plan

3 Scanning the Marketing Environment

4 Ethics and Social Responsibility in Marketing

Part Two Understanding Buyers and Markets

5 Consumer Behavior

6 Organizational Markets and Buyer Behavior

7 Reaching Global Markets

Part Three Targeting Marketing Opportunities

8 Mark... MOREeting Research: From Information to Action

9 Identifying Market Segments and Targets

Part Four Satisfying Marketing Opportunities

10 Developing New Products and Services

11 Managing Products and Brands

12 Managing Services

13 Building the Price Foundation

14 Arriving at the Final Price

Appendix B Financial Aspects of Marketing

15 Managing Marketing Channels and Wholesaling

16 Integrating Supply Chain and Logistics Management

17 Retailing

18 Integrated Marketing Communications and Direct Marketing

19 Advertising, Sales Promotion, and Public Relations

20 Personal Selling and Sales Management

Part Five Managing the Marketing Process

21 Implementing Interactive and Multichannel Marketing

22 Pulling It All Together: The Strategic Marketing Process

Appendix C Planning a Career in Marketing

Appendix D Alternate Cases

Glossary

Chapter Notes

Credits