Part One
Modern Marketing

Chapter 1 The Field of Marketing

Chapter 2 The Dynamic Marketing Environment

Chapter 3 Strategic Marketing Planning

Chapter 4 Marketing Research and Information

Part Two
Target Markets

Chapter 5 Consumer Markets and Buying Behavior

Chapter 6 Business Markets and Buying Behavior

Chapter 7 Market Segmentation and Target-Market Strategies

Part Three
Product

Chapter 8 Product Planning and Development

Chapter 9 Product-Mix Strategies

Chapter 10 Brands, Packaging, and Other Product Features

Part Four
Price

Chapter 11 Price Determination

Appendix A Marketing Math

Chapter 12 Pricing Strategies

Part Five
Distribution

Chapter 13 Channels of Distribution

Chapter 14 Retailing

Chapter 15 Wholesaling and Physical Distribution

Part Six
Promotion

Chapter 16 The Promotional Program

Chapter 17 Personal Selling and Sales Management

Chapter 18 Advertising, Sales Promotion, and Public Relations

Part Seven
Marketing in Special Fields

Chapter 19 Services Marketing for For-Profit and Nonprofit Organizations

Chapter 20 International Marketing

Part Eight
Managing the Marketing Effort

Chapter 21 Marketing Implementation and Evaluation

Chapter 22 Marketing: Appraisal and Prospects

Appendix B
Careers in Marketing

Notes and References
Photo Credits
Glossary
Indexes
Name Index
Subject Index