Part One Initiating the Marketing Process
1. Developing Customer Relationships and Value through Marketing
2. Linking Marketing and Corporate Strategies Appendix A Creating an Effective Marketing Plan
3. Scanning the Marketing Environment
4. Ethics and Social Responsibility in Marketing Part Two Understanding Buyers and Markets
5. Consumer Behaviour
6. Organizational Markets and Buyer Behaviour
7. Reaching Global Markets Part Three Targeting Marketing Opportunities
8. Turning Marketing Information into Action
9. Identifying Market Segments and Targets Part Four Satisfying Marketing Opportunities
10. Developing New Products and Services
11. Managing Products and Brands
12. Managing Services
13. Building the Price Foundation
14. Arriving at the Final Price Appendix B - Financial Aspects of Marketing
15. Managing Marketing Channels and Wholesaling
16. Integrating Supply Chain and Logistics Management
17. Retailing
18. Integrated Marketing Communications and Direct Marketing
19. Advertising, Sales Promotion, and Public Relations
20. Personal Selling and Sales Management Part Five Managing the Marketing Process
21. Implementing Interactive and Multi-Channel Marketing
22. Pulling It All Together: The Strategic Marketing Process Appendix C - Career Planning - Moved to OLC! Appendix D - Alternative Cases - Moved to OLC! Glossary
