| Part 1: Initiating the Marketing Process |
| Chapter 1: Developing Customer Relationships and Value through Marketing |
| Chapter 2: Linking Corporate and Marketing Strategies |
| Chapter 3: Scanning the Marketing Environment |
| Chapter 4: Ethics and Social Responsibility in Marketing |
| Part 2: Understanding Buyers and Markets |
| Chapter 5: Consumer Behavior |
| Chapter 6: Organizational Markets and Buying Behavior |
| Chapter 7: Reaching Global Markets |
| Part 3: Targeting Marketing Opportunities |
| Chapter 8: Turning Marketing Information into Action |
| Chapter 9: Identifying Market Segments and Targets |
| Part 4: Satisfying Marketing Opportunities |
| Chapter 10: Developing New Products and Services |
| Chapter 11: Managing Products, Services, and Brands |
| Chapter 12: Pricing Products and Services |
| Chapter 13: Managing Marketing Channels and Supply Chains |
| Chapter 14: Retailing and Wholesaling |
| Chapter 15: Integrated Marketing, Communications, and Direct Marketing |
| Chapter 16: Advertising, Sales Promotion, and Public Relations |
| Chapter 17: Personal Selling and Sales Management |
| Part 5: Managing the Marketing Process |
| Chapter 18: Implementing Interactive and Multi-Channel Marketing |
2004 McGraw-Hill Higher Education