Chapter 1: Overview of Marketing

Chapter 2: Developing Marketing Strategies and a Marketing Plan

Chapter 3: Marketing Ethics

Chapter 4: Analyzing the Marketing Environment

Chapter 5: Consumer Behavior

Chapter 6: Business-to-Business Marketing

Chapter 7: Global Marketing

Chapter 8: Segmentation, Targeting, and Positioning

Chapter 9: Marketing Research

Chapter 10: Product, Branding, and Packaging Decisions

Chapter 11: Developing New Products

Chapter 12: Services: The Intangible Product

Chapter 13: Pricing Concepts for Establishing Value

Chapter 14: Supply Chain and Channel Management

Chapter 15: Retailing and Multichannel Marketing

Chapter 16: Integrated Marketing Communications

Chapter 17: Advertising, Public Relations, and Sales Promotions

Chapter 18: Personal Selling and Sales Management