Marketing

Part OneInitiating the Marketing Process 1Creating Customer Relationships and Value through Marketing 2Developing Successful Marketing and Corporate Strategies Appendix ABuilding an Effective Marketing Plan 3Scanning the Marketing Environment 4Ethics and Social Responsibility in Marketing Part TwoUnderstanding Buyers and Markets 5Consumer Behavior 6Organizational Markets and Buyer Behavior 7Reaching Global Markets Part ThreeTargeting Marketing Opportunities 8Marketing Research: From Information to Action 9Identifying Market Segments and Targets Part FourSatisfying Marketing Opportunities 10Developing New Products and Services 11Managing Products and Brands 12Managing Services 13Building the Price Foundation 14Arriving at the Final Price Appendix BFinancial Aspects of Marketing 15Managing Marketing Channels and Wholesaling 16Integrating Supply Chain and Logistics Management 17Retailing 18Integrated Marketing Communications and Direct Marketing 19Advertising, Sales Promotion, and Public Relations 20Personal Selling and Sales Management Part FiveManaging the Marketing Process 21Implementing Interactive and Multichannel Marketing 22Pulling It All Together: The Strategic Marketing Process Appendix CPlanning a Career in Marketing Appendix DAlternate Cases Glossary Chapter Notes Credits