Table of contents:
Chapter 1:Marketing's Value to Consumers, Firms, and Society Chapter 2:Marketing Strategy Planning Chapter 3:Focusing Marketing Strategy with Segmentation and Positioning Chapter 4:Evaluating Opportunities in the Changing Marketing Environment Chapter 5:Demographic Dimensions of Global Consumer Markets Chapter 6:Behavioral Dimensions of the Consumer Market Chapter 7:Business and Organizational Customers and Their Buying Behavior Chapter 8:Improving Decisions with Marketing Information Chapter 9:Elements of product Planning for Goods and Services Chapter 10:Product Management and New-Product Development Chapter 11:Place and Development of Channel Systems Chapter 12:Distribution Customer Service and Logistics Chapter 13:Retailers, Wholesalers, and Their Strategy Planning Chapter 14:Promotion-Introduction to Integrated Marketing Communications Chapter 15:Personal Selling Chapter 16:Advertising and Sales Promotion Chapter 17:Pricing Objectives and Policies Chapter 18:Price Setting in the Business World Chapter 19:Implementing and Controlling Market Plans: Evolution and Revolution Chapter 20:Managing Marketing's Link with Other Functional Areas Chapter 21:Developing Innovative Marketing Plans Chapter 22:Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges Appendix A:Economics Fundamentals Appendix B:Marketing Arithmetic Appendix C:Career Planning in Marketing
Chapter 1:Marketing's Value to Consumers, Firms, and Society Chapter 2:Marketing Strategy Planning Chapter 3:Focusing Marketing Strategy with Segmentation and Positioning Chapter 4:Evaluating Opportunities in the Changing Marketing Environment Chapter 5:Demographic Dimensions of Global Consumer Markets Chapter 6:Behavioral Dimensions of the Consumer Market Chapter 7:Business and Organizational Customers and Their Buying Behavior Chapter 8:Improving Decisions with Marketing Information Chapter 9:Elements of product Planning for Goods and Services Chapter 10:Product Management and New-Product Development Chapter 11:Place and Development of Channel Systems Chapter 12:Distribution Customer Service and Logistics Chapter 13:Retailers, Wholesalers, and Their Strategy Planning Chapter 14:Promotion-Introduction to Integrated Marketing Communications Chapter 15:Personal Selling Chapter 16:Advertising and Sales Promotion Chapter 17:Pricing Objectives and Policies Chapter 18:Price Setting in the Business World Chapter 19:Implementing and Controlling Market Plans: Evolution and Revolution Chapter 20:Managing Marketing's Link with Other Functional Areas Chapter 21:Developing Innovative Marketing Plans Chapter 22:Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges Appendix A:Economics Fundamentals Appendix B:Marketing Arithmetic Appendix C:Career Planning in Marketing