Part 1: Initiating the Marketing Process |
Chapter 1: Developing Customer Relationships and Value through Marketing |
Chapter 2: Linking Corporate and Marketing Strategies |
Chapter 3: Scanning the Marketing Environment |
Chapter 4: Ethics and Social Responsibility in Marketing |
Part 2: Understanding Buyers and Markets |
Chapter 5: Consumer Behavior |
Chapter 6: Organizational Markets and Buying Behavior |
Chapter 7: Reaching Global Markets |
Part 3: Targeting Marketing Opportunities |
Chapter 8: Turning Marketing Information into Action |
Chapter 9: Identifying Market Segments and Targets |
Part 4: Satisfying Marketing Opportunities |
Chapter 10: Developing New Products and Services |
Chapter 11: Managing Products, Services, and Brands |
Chapter 12: Pricing Products and Services |
Chapter 13: Managing Marketing Channels and Supply Chains |
Chapter 14: Retailing and Wholesaling |
Chapter 15: Integrated Marketing, Communications, and Direct Marketing |
Chapter 16: Advertising, Sales Promotion, and Public Relations |
Chapter 17: Personal Selling and Sales Management |
Part 5: Managing the Marketing Process |
Chapter 18: Implementing Interactive and Multi-Channel Marketing |