Toc: Brief contents......Page 4 Preface......Page 13 Part 1......Page 31 chapter 1 - Customer-Driven Strategic Marketing......Page 32 chapter 2 - Planning, Implementing and Evaluating Marketing Strategies......Page 54 chapter 3 - The Marketing Environment, Social Responsibility, and Ethics......Page 78 Part 2......Page 109 chapter 4 - Marketing Research and Information System......Page 110 chapter 5 - Target Markets: Segmentation and Evaluation......Page 136 Part 3......Page 161 chapter 6 - Consumer Buying Behavior......Page 162 chapter 7 - Business Markets and Buying Behavior......Page 190 chapter 8 - Reaching Global Markets......Page 214 chapter 9 - Digital Marketing and Social Networking......Page 242 Part 4......Page 269 chapter 10 - Product, Branding and Packaging Concepts......Page 270 chapter 11 - Developing and Managing Goods and Services......Page 300 chapter 12 - Pricing Concepts and Management......Page 330 Part 5......Page 359 chapter 13 - Marketing Channels and Supply-Chain Management......Page 360 chapter 14 - Retailing, Direct Marketing, and Wholesaling......Page 392 Part 6......Page 421 chapter 15 - Integrated Marketing Communications......Page 422 chapter 16 - Advertising and Public Relations......Page 448 chapter 17 - Personal Selling and Sales Promotion......Page 474 Endnotes......Page 502 Glossary......Page 539 Name Index......Page 550 Company Index......Page 555 subject Index......Page 559