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Brief Table of Contents

• Chapter 1: What Is Marketing?
• Chapter 2: Strategic Planning
• Chapter 3: The Marketing Plan
• Chapter 4: Marketing Research and Market Intelligence
• Chapter 5: Consumer Behavior
• Chapter 6: Developing and Managing Offerings
• Chapter 7: Market Segmenting, Targeting, and Positioning
• Chapter 8: Advertising, IMC, and the Changing Media Landscape
• Chapter 9: Customer Relationship Management
• Chapter 10: Using Marketing Channels to Create Value
• Chapter 11: Price

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