Creating customer relationships and value through marketing -- Developing successful marketing and organizational strategies -- Appendix A building and effective marketing plan -- Scanning the marketing environment -- Ethical and social responsibility in marketing -- Understanding consumer behavior -- Understanding organizations as customers -- Understanding and reaching global consumers and markets -- Marketing research: from customer insights to actions -- Segmenting, positioning, and forecasting markets -- 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 -- Adverting, sales promotion, and public relations -- Personal selling and sales management -- Implementing interactive and multichannel marketing -- Puling it all together: the strategic marketing process -- appendix C planning a career in marketing -- Appendix D Supplementary cases

1. Marketing -- Asia
2. Customer relations