Description

Table of contents:

Part 1 Initiating the Marketing Process
1 Creating Customer Relationships and Value through Marketing
2 Developing Successful Organizational and Marketing Strategies
3 Understanding the Marketing Environment, Ethical Behavior,and Social Responsibility
Part 2 Understanding Buyers and Markets
4 Understanding Consumer Behavior
5 Understanding Organizations as Customers
6 Understanding and Reaching Global Consumers and Markets
Part 3 Targeting Marketing Opportunities
7 Marketing Research: From Customer Insights to Actions
8 Market Segmentation, Targeting, and Positioning
Part 4 Satisfying Marketing Opportunities
9 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 Integrated Marketing Communications and Direct Marketing
15 Advertising, Sales Promotion, and Public Relations
16 Using Social Media and Mobile Marketing to Connect with Consumers
17 Personal Selling and Sales Management
Part 5 Managing the Marketing Process
18 Implementing Interactive and Multichannel Marketing