Table of Contents

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Chapter 1: Marketing’s Value to Consumers, Firms, and Society

Chapter 2: Marketing Strategy Planning 

Chapter 3: Evaluating Opportunities in the Changing Marketing Environment

Chapter 4: Focusing Marketing Strategy with Segmentation and Positioning

Chapter 5: Final Consumers and Their Buying Behavior

Chapter 6: Business and Organizational Customers and Their Buying Behavior

Chapter 7: Improving Decisions with Marketing Information

Chapter 8: Elements of Product Planning for Goods and Services

Chapter 9: Product Management and New-Product Development

Chapter 10: Place and Development of Channel Systems

Chapter 11: Distribution Customer Service and Logistics

Chapter 12: Retailers, Wholesalers, and Their Strategy Planning

Chapter 13: Promotion—Introduction to Integrated Marketing Communications

Chapter 14: Personal Selling and Customer Service

Chapter 15: Advertising, Publicity, and Sales Promotion

Chapter 16: Pricing Objectives and Policies

Chapter 17: Price Setting in the Business World

Chapter 18: Implementing and Controlling Marketing Plans: Evolution and Revolution

Chapter 19: Managing Marketing’s Link with Other Functional Areas

Chapter 20: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Appendix A: Economics Fundamentals 

Appendix B: Marketing Arithmetic 

Appendix C: Career Planning in Marketing