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Essentials Of Marketing, 9/e
William D. Perreault, University of North Carolina at Chapel Hill

Table of Contents

1.  Marketing's role in the global economy
2.  Marketing's role within the firm or nonprofit organization
3.  Focusing marketing strategy with segmentation and positioning
4.  Evaluating opportunities in the changing marketing environment
5.  Final consumers and their buying behavior
6.  Business and organizational customers and their buying behavior
7.  Improving decisions with marketing information
8.  Elements of product planning for goods and services
9.  Product management and new-product development
10.  Place and development of channel systems
11.  Logistics and distribution customer service
12.  Retailers, wholesalers, and their strategy planning
13.  Promotion-Introduction to integrated marketing communications
14.  Personal selling
15.  Advertising and sales promotion
16.  Pricing objectives and policies
17.  Price setting in the business world
18.  Developing innovative marketing plans: Appraisal and challenges
Appendix A.   Economics fundamentals
Appendix B.   Marketing arithmetic




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