TABLE OF CONTENTS

Part I The Field of Marketing
1. Overview of Marketing
2. The Dynamic Marketing Environment
3. Global Markets and Marketing

Part II. Target Markets
4. Consumer Markets & Buying Behavior
5. Business Markets & 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
Appendix A – Marketing Math
13. Pricing Strategyies

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, Public Relations and Direct Marketing

Part VII. Managing the Marketing Effort
20. Marketing Strategy Planning
21. Marketing Implementation and Evaluation
22. Marketing and the Information Economy
Appendix B Careers and Marketing
Notes & References
Photo Credits
Glossary
Indexes