1. Marketing’s Value to Consumers, Firms, and Society
2. Marketing Strategy Planning
3. Evaluating Opportunities in the Changing Market Environment
4. Focusing Marketing Strategy with Segmentation and Positioning
5. Demographic Dimensions of Global Consumer Markets
6. Final Consumers and Their Buying Behavior
7. Business and Organizational Customers and Their Buying Behavior
8. Improving Decisions with Marketing Information
9. Elements of Product Planning for Goods and Services
10. Product Management and New-Product Development
11. Place and Development of Channel Systems
12. Distribution Customer Service and Logistics
13. Retailers, Wholesalers, and Their Strategy Planning
14. Promotion—Introduction to Integrated Marketing Communications
15. Personal Selling and Customer Service
16. Advertising, Publicity, and Sales Promotion
17. Pricing Objectives and Policies
18. Price Setting in the Business World
19. Implementing and Controlling Marketing Plans: Evolution and Revolution
20. Managing Marketing’s Link with Other Functional Areas
21. Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Appendices:

1. Economics Fundamentals
2. Marketing Arithmetic
3. Career Planning in Marketing