Initiating the marketing process-- Creating customer relationships and value through marketing -- Developing successful marketing and corporate strategies -- Appendix A Building an effective marketing plan -- Scanning the marketing environment -- Ethics and social responsibility in marketing -- Understanding buyers and markets -- Consumer behavior -- Organizational markets and buyer behavior -- Reaching global markets -- Targeting marketing opportunities -- Marketing research: from information to action -- Identifying market segments and targets -- Satisfying marketing opportunities -- Developing new products and services -- Managing products and brands -- Managing services -- Building the price foundation -- Arriving at the final price -- Appendix B Financial aspects of marketing -- Managing marketing channels and wholesaling -- Integrating supply chain and logistics management -- Retailing -- Integrated marketing communications and direct marketing -- Advertising, sales promotion, and public relations -- Personal selling and sales management -- Managing the marketing process -- Implementing interactive and multichannel marketing -- 22 Pulling it all together: The strategic marketing process.