Part 1: Initiating the marketing process : Creating consumer relationships and value through marketing ; Developing successful marketing and organizational strategies ; Understanding the marketing environment, ethical behavior, and social responsibility -- Part 2: Understanding buyers and markets : Understanding consumer behavior ; Understanding organizations as customers ; Understanding and reaching global consumers and markets -- Part 3: Targeting marketing opportunities : Marketing research : from consumer insights to actions ; Market segmentation, targeting, and positioning -- Part 4: Satisfying marketing opportunities : Developing new products and services ; Managing successful products, services, and brands ; Pricing products and services ; Managing marketing channels and supply chains ; Retailing and wholesaling ; Integrated marketing communications and direct marketing ; Advertising, sales promotion, and public relations ; Using social media to connect with consumers ; Personal selling and sales management ; Implementing interactive and multichannel marketing.
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