PART 1: | | INITIATING THE MARKETING PROCESS |
| | 1 | | Creating Customer Relationships and Value through Marketing |
| | 2 | | Developing Successful Organizational and
Marketing Strategies |
| | | | Appendix A: Building an Effective Marketing Plan |
| | 3 | | Scanning the Marketing Environment |
| | 4 | | Ethical and Social Responsibility in Marketing |
PART 2: | | UNDERSTANDING BUYERS AND MARKETS |
| | 5 | | Understanding Consumer Behavior |
| | 6 | | Understanding Organizations as Customers |
| | 7 | | Understanding and Reaching Global Consumers and Markets |
PART 3: | | TARGETING MARKETING OPPORTUNITIES |
| | 8 | | Marketing Research: From Customer Insights to Actions |
| | 9 | | Market Segmentation, Targeting, and Positioning |
PART 4: | | SATISFYING MARKETING OPPORTUNITIES |
| | 10 | | Developing New Products and Services |
| | 11 | | Managing Successful Products, Services, and Brands |
| | 12 | | Services Marketing |
| | 13 | | Building the Price Foundation |
| | 14 | | Arriving at the Final Price |
| | | | Appendix B: Financial Aspects of Marketing |
| | 15 | | Managing Marketing Channels and Supply Chains |
| | 16 | | Retailing and Wholesaling |
| | 17 | | Integrated Marketing Communications and Direct Marketing |
| | 18 | | Advertising, Sales Promotion, and Public Relations |
| | 19 | | Using Social Media to Connect with Consumers |
| | 20 | | Personal Selling and Sales Management |
PART 5: | | 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 |