Part1 Initiating the Marketing Process 1 Creating Customer Relationships and Value through Marketing2 2 Developing Successful Organizational and MarketingStrategies 24 Appendix A Building an Effective Marketing Plan 52 3 Understanding the Marketing Environment, Ethical Behavior,and Social Responsibility 68 Part2 Understanding Buyers and Markets 4 Understanding Consumer Behavior 94 5 UnderstandingOrganizations as Customers 122 6 Understanding andReaching Global Consumers and Markets 142 Part3 Targeting MarketingOpportunities 7 Marketing Research: From Customer Insights to Actions 172 8 Market Segmentation, Targeting, and Positioning 202 Part4 Satisfying Marketing Opportunities 9 Developing New Products and Services 228 10 Managing Successful Products, Services, and Brands 258 11 Pricing Products and Services 288 12 Managing Marketing Channels and Supply Chains 314 13 Retailing and Wholesaling 340 14 Integrated Marketing Communications and Direct Marketing368 15 Advertising, Sales Promotion, and Public Relations 394 16 Using Social Media and Mobile Marketing to Connect withConsumers 424 17 Personal Selling and Sales Management 452 Part5 Managing the Marketing Process 18 Implementing Interactive and Multichannel Marketing 480 Appendix B Planning a Career in Marketing 504.