Preface
Chapter-by-Chapter Changes in the Third Edition
Acknowledgments
PART ONE. Marketing in the Twenty-First Century
Chapter 1. Why Marketing Matters to You
Chapter 2. Strategic Planning
Chapter 3. The Global Environment
PART TWO. Understanding Your Customer
Chapter 4. Consumer Behavior
Chapter 5. Marketing Research
Chapter 6. Product Development
Chapter 7. Segmentation, Targeting, and Positioning
PART THREE. Reaching Your Customer
Chapter 8. Promotional Strategies
Chapter 9. Personal Selling
Chapter 10. Supply Chain and Logistics Management
Chapter 11. Pricing
Chapter 12. Retailing
Chapter 13. Digital and Social Media Marketing
PART FOUR Responding to Your Customer
Chapter 14. Branding
Chapter 15. Customer Relationship Management
Chapter 16. Social Responsibility and Sustainability
Appendix: Sample Marketing Plan
Glossary

*La edición digital no incluye códigos de acceso a material adicional o programas mencionados en el libro.