PART 1     DEVELOPING MARKETING PLANS AND STRATEGIES

1. Marketing: Creating Value for Customers
2. Environmental Analysis
3. Analyzing Global Opportunities
4. Organizational Strategy and Marketing Planning

PART 2     UNDERSTANDING CUSTOMERS AND MARKETS

5. Marketing Research: Information and Technology
6. Consumer Behavior
7. Organizational Buying Behavior
8. Market Segmentation

PART 3     MANAGING PRODUCTS & SERVICES

9. Managing Existing Products
10. Managing New Products
11. Marketing Services

PART 4     PRICING PRINCIPLES AND STRATEGIES

12. Fundamentals of Pricing
13. Pricing Goods and Services

PART 5     PLACEMENT: DISTRIBUTING PRODUCTS AND SERVICES

14. Managing Distribution Channels
15. Wholesaling and Physical Distribution
16. Retailing

PART 6     PROMOTION: INTEGRATED MARKETING COMMUNICATION

17. Managing Marketing Communications
18. Advertising, Sales Promotion, and Publicity
19. Personal Selling and Sales Management

PART 7     EVALUATING MARKETING EFFECTIVENESS

20. Implementing and Controlling Marketing Activities

Appendix A Developing a Marketing Plan
Appendix B Career Opportunities in Marketing
Appendix C Mathematics Used in Marketing

Notes
Glossary
Indexes