Part I: Nature and Scope of Marketing 1. The Field of Marketing
2. The Dynamic Marketing Environment
3. Global Markets and Marketing Part II: Identifying and Selecting Markets 4. Consumer Markets and Buying Behavior
5. Business Markets and Buying Behavior
6. Market Segmentation, Targeting and Positioning
7. Marketing Research and Market Information Part III: Product 8. Product Planning and Development
9. Product-Mix Strategies
10. Brands, Packaging, and Other Product Features
11. Services Marketing Part IV: Price 12. Price Determination
13. Pricing Strategies Part V: Distribution 14. Channels of Distribution
15. Retailing
16. Wholesaling and Physical Distribution Part VI: Promotion 17. Integrated Marketing Communications
18. Personal Selling and Sales Management
19. Advertising, Sales Promotion, and Public Relations Part VII: Managing the Marketing Effort 20. Strategic Marketing Planning
21. Marketing Implementation and Evaluation
22. Marketing and the Information Economy |