Part 1: Initiating the marketing process -- Creating customer relationships and value through marketing -- Developing successful marketing and corporate strategies -- Scanning the marketing environment -- Ethics and social responsibility in marketing -- Part 2: Understanding buyers and markets -- Consumer behavior -- Organizational markets and buyer behavior -- Reaching global markets -- Part 3: Targeting marketing opportunities -- Marketing research : from information to action -- Identifying market segments and targets -- Part 4: Satisfying marketing opportunities -- Developing new products and services -- Managing 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 -- Personal selling and sales management -- Implementing interactive and multichannel marketing -- Planning a career in marketing

1. Marketing