- This program focuses on decision making through extended examples, cases, and videos involving real people making real marketing decisions.
- A conversational writing style, active learning techniques (cases, exercises, testimonials, and vivid descriptions of businesses and marketing professionals), help students personalize marketing and identify possible career interests.
- Connect: A highly reliable, easy-to-use homework and learning management solution that embeds learning science and award-winning adaptive tools to improve student results.

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Table of Contents

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Program Details

Part 1: 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: 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 
Appendix B:  Financial Aspects of Marketing 
Chapter 15: Managing Marketing Channels and Supply Chains 
Chapter 16: Retailing and Wholesaling  
Chapter 17: Integrated Marketing Communications and Direct Marketing  
Chapter 18: Advertising, Sales Promotion, and Public Relations 
Chapter 19: Using Social Media and Mobile Marketing to Connect with Consumers 
Chapter 20: Personal Selling and Sales Management
Part 5: Managing the Marketing Process 
Chapter 21: Implementing Interactive and Multi-channel Marketing
Chapter 22: Pulling It All Together: The Strategic Marketing Process