Chapter 1 | Marketing's Value to Consumers, Firms and Society |
Chapter 2 | Marketing Strategy Planning |
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 Customer 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 Consumer-Oriented Societies: Appraisal and Challenges |
|
Appendices: |
A. Economics Fundamentals |
B. Marketing Arithmetic |
C. Career Planning in Marketing |