Previous ed. entered under title.

Includes index.

PART 1: INITIATING THE MARKETING PROCESS
Chapter 1: Creating Customer Relationships and Value Through Marketing
Chapter 2: Developing Successful Marketing and Organizational Strategies
Appendix A: Building an Effective Marketing Plan
Chapter 3: Scanning the Marketing Environment
Chapter 4: Ethical and Social Responsibility in 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: Segmenting Markets and Positioning Offerings
PART 4: SATISFYING MARKETING OPPORTUNITIES
Chapter 10: Developing New Products and Services
Chapter 11: Managing Products and Brands
Chapter 12: Managing Services
Chapter 13: Building the Price Foundation
Chapter 14: Arrival at the Final Price
APPENDIX B Financial Aspects of Marketing
Chapter 15: Managing Marketing Channels and Wholesaling
Chapter 16: Customer Driven Chain Supply and Logistics Management
Chapter 17: Reatailing
Chapter 18: Integrated Marketing Communications and Direct Marketing
Chapter 19: Advertising, Sales Promotion and Public Relations
Chapter 20: Personal Selling and Sales Management

PART 5: MANAGING THE MARKET PROCESS
Chapter 21: Implementing Interactive and Multichannel Marketing
Chapter 22: Pulling it all Together: The Strategic Marketing Process