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Chapter 1: Marketing's Role in the Global Economy
Chapter 2: Marketing's Role within the Firm or Nonprofit Organization
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 Marketing 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
Glossary
Computer-Aided Problems


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