1. Marketing's Value to Consumers, Firms and Society
2. Marketing Strategy Planning
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. Distribution Customer Service and Logistics
12. Retailers, Wholesalers, and Their Strategy Planning
13. Promotion- Introduction to Integrated Marketing Communications
14. Personal Selling and Customer Service
15. Advertising and Sales Promotion
16. Pricing Objectives and Policies
17. Price Setting in the Business World
18. Ethical Marketing in Consumer-Oriented Societies: Appraisal and Challenges

Appendices:

A. Economics Fundamentals

B. Marketing Arithmetic

C. Career Planning in Marketing