Part 1. Initiating the marketing process. 1. Creating custsomer relationship and value through marketing. 2. Developing successful organizational and marketing strategies. 3. Scanning the marketing environment. 4. Ethical and social responsibility for sustainable marketing. Part 2. Understanding buyers and markets. 5. Understanding consumer behavior. 6. Understanding organization as customers. 7. Understanding and reaching global consumers and markets. Part 3. Targeting marketing opportunities. 8. Marketing research: from customer insights to actions. 9. Market segmentation, targeting, and positioning. Part 4. Satisfying marketing opportunities. 10. Developing new products and services. 11. Managing successful products, services, and brands. 12. Services marketing. 13. Building the price foundation. 14. Arriving at the final price. 15. Managing marketing channels and supply chains. 16. Retailing and wholesaling. 17. Integrated marketing communications and direct marketing. 18. Advertising, sales promotion, and public relations. 19. Using social media and mobile marketing to connect with consumers. 20. Personal selling and sales management. Part 5. Managing the marketing process. 21. Implementing interactive and multichannel marketing. 22. Pulling it all together: the strategig marketing process.

Industrial