Marketing: The Core6th Edition
Part One: Initiating the Marketing Process
Chapter 1: Creating Customer Relationships and Value through Marketing
Chapter 2 Developing Successful Organizational and Marketing Strategies
Appendix A: Building an Effective Marketing Plan
Chapter 3: Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility
Part Two: Understanding Buyers and Markets
Chapter 4: Understanding Consumer Behavior
Chapter 5: Understanding Organizations as Customers
Chapter 6: Understanding and Reaching Global Consumers and Markets
Part Three: Targeting Marketing Opportunities
Chapter 7: Marketing Research: From Customer Insights to Actions
Chapter 8: Market Segmentation, Targeting, and Positioning
Part Four: Satisfying Marketing Opportunities
Chapter 9: Developing New Products and Services
Chapter 10: Managing Successful Products, Services, and Brands
Chapter 11: Pricing Products and Services
Chapter 12: Managing Marketing Channels and Supply Chains
Chapter 13: Retailing and Wholesaling
Chapter 14: Integrated Marketing Communications and Direct Marketing
Chapter 15: Advertising, Sales Promotion, and Public Relations
Chapter 16: Using Social Media to Connect with Consumers
Chapter 17: Personal Selling and Sales Management
Chapter 18: Implementing Interactive and Multichannel Marketing
Appendix B: Planning a Career in Marketing
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