Revised edition of the authors' Marketing, [2017].

Includes bibliographical references and index.

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 BrandsChapter 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

Continues a tradition of leading the market with content presented in a conversational student-oriented style. This text is designed to meet the needs of a wide spectrum of faculty - from the professor who just wants a good textbook and a few key supplements, to the professor who wants a top-notch fully integrated multimedia program.