Table of Contents Section 1 Assessing the Marketplace 1. Overview of Marketing 2. Developing Marketing Strategies and a Marketing Plan 3. Marketing Ethics 4. Analyzing the Marketing Environment Section 2 Understanding the Marketplace 5. Consumer Behavior 6. Business-to-Business Marketing 7. Global Marketing Section 3 Targeting the Marketplace 8. Segmentation, Targeting, and Positioning 9. Marketing Research and Information Systems Section 4 Value Creation 10. Product, Branding, and Packaging Decisions 11. Developing New Products 12. Services the Intangible Product Section 5 Value Capture 13. Pricing Concepts for Establishing Value Section 6 Value Delivery: Designing the Channel and Supply Chain 14. Supply Chain Management 15. Retailing and Multichannel Marketing Section 7 Value Communication 16. Integrated Marketing Communications 17. Advertising, Public Relations, and Sales Promotions 18. Personal Selling and Sales Management