Part 1. Initiating the Marketing Process
Chapter 1. Creating Customer Relationships and Value through Marketing
Chapter 2. Developing Successful Organizational and Marketing Strategies
Chapter 3. Scanning the Marketing Environment
Chapter 4. Ethical and Social Responsibility for Sustainable Marketing
Part 2. Understanding Buyers and Markets
Chapter 5. Understanding Consumer Behavior
Chapter 6. Understanding Organizations as Customers
Chapter 7. Understanding and Reaching Global Consumers and Markets
Part 3. Targeting Marketing Opportunities
Chapter 8. Marketing Research: From Customer Insights to Actions
Chapter 9. Market Segmentation, Targeting, and Positioning
Part 4. Satisfying Marketing Opportunities
Chapter 10. Developing New Products and Services
Chapter 11. Managing Successful Products, Services, and Brands
Chapter 12. Services Marketing
Chapter 13. Building the Price Foundation
Chapter 14. Arriving at the Final Price
Chapter 15. Managing Marketing Channels and Supply Chains
Chapter 16. Retailing and Wholesaling
Chapter 17. Implementing Interactive and Multichannel Marketing
Chapter 18. Integrated MarketingCommunications and Direct Marketing
Chapter 19. Advertising, Sales Promotion, and Public Relations
Chapter 20. Using Social Media and Mobile Marketing to Connect with Consumers
Chapter 21. Personal Selling and Sales Management
Chapter 22. Pulling It All Together: The Strategic Marketing Process
Glossary

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