Description: Part 1: Initiating the Marketing Process Chapter 1: Developing Customer Relationships and Value through Marketing Chapter 2: Chapter 2: Linking Marketing and Corporate 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 Chapter 18: Implementing Interactive and Multi-Channel Marketing Appendix A: Creating an Effective Marketing Plan

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