Part 1:  Marketing in a Dynamic Environment

1.  An Overview of Contemporary Marketing

2.  The Global Marketing Environment

3.        Marketing’s Strategic Role in the Organization

 

Part 2: Buying Behavior

4.        Consumer Buying and Decision Making

5.        Business-to-Business Buying  Behavior and Buying Behavior

 

Part 3:  Marketing Research and Market Segmentation

6.        Marketing Research and Decision Support Systems

7.        Market Segmentation and Targeting

 

Part 4:  Product and Service Concepts and Strategies

8.        Product and Service Concepts

9.        Developing New Products and Services

10.     Product and Service Strategies

 

Part 5: Pricing Concepts and Strategies

11.     Pricing Concepts

12.     Price Determination and Pricing Strategies

 

Part 6: Marketing Channels and Logistics

13.     Marketing Channels

14.     Retailing

15.     Wholesaling and Logistics Management

 

Part 7: Integrated Marketing Communications

16.     An Overview of Marketing Communications

17.     Advertising and Public Relations

18.     Consumer and Trade Sales Promotion

19.     Personal Selling and Sales Management

20.     Direct Marketing Communications

21.     Electronic Commerce

 

Appendix A: Applications of Mathematical and Financial tools to Marketing Decisions

Appendix B: Developing a Marketing Plan

Glossary

Notes

Credits

Name Index

Company and Brand Index

Subject Index