Marketing

Part OneInitiating the Marketing Process 1 Developing Customer Relationships and Value through Marketing 2 Linking Marketing and Corporate Strategies Appendix A: Creating an Effective Marketing Plan 3 Scanning the Marketing Environment 4 Ethics and Social Responsibility in Marketing Part TwoUnderstanding Buyers and Markets 5 Consumer Behavior Former Ch. 6 6 Organizational Markets and Buyer Behavior Former Ch. 7 7 Reaching Global Markets Former Ch. 5 Part Three Targeting Marketing Opportunities 8 Turning Marketing Information into Action Former Ch. 9 9 Identifying Market Segments and Targets Former Ch. 10 Part FourSatisfying Marketing Opportunities 10 Developing New Products and Services Former Ch. 11 11 Managing Products and Brands Former Ch. 12 12 Managing Services Former Ch. 13 13 Building the Price Foundation Former Ch. 14 14 Arriving at the Final Price Former Ch. 15 Appendix B: Financial Aspects of Marketing 15 Managing Marketing Channels and Wholesaling Former Ch. 16 16 Integrating Supply Chain and Logistics Management Former Ch. 17 17 Retailing Former Ch. 18 18 Integrated Marketing Communications and Direct Marketing Former Ch. 19 19 Advertising, Sales Promotion, and Public Relations Former Ch. 20 20 Personal Selling and Sales Management Former Ch. 21 Part FiveManaging the Marketing Process 21 Implementing Interactive and Multi-Channel Marketing New: Replaces old Ch8 22 Pulling It All Together: The Strategic Marketing Appendix C: Planning a Career in Marketing Appendix D: Alternate Cases Glossary