PART 1 MARKETING IN A DYNAMIC ENVIRONMENT
Chapter 1 An overview of contemporary marketing
Chapter 2 The global marketing environment
Chapter 3 Marketings strategic role in the organization
PART 2 BUYING BEHAVIOR
Chapter 4 Consumer buying behavior and decision making
Chapter 5 Business-to-business markets and buying behavior
PART 3 MARKETING RESEARCH AND MARKET SEGMENTATION
Chapter 6 Marketing research and decision support systems
Chapter 7 Market segmentation and targeting
PART 4 PRODUCT AND SERVICE CONCEPTS AND STRATEGIES
Chapter 8 Product and service concepts
Chapter 9 Developing new products and services
Chapter 10 Product and service strategies
PART 5 PRICING CONCEPTS AND STRATEGIES
Chapter 11 Pricing concepts
Chapter 12 Price determination and pricing strategies
PART 6 MARKETING CHANNELS AND LOGISTICS
Chapter 13 Marketing channels
Chapter 14 Retailing
Chapter 15 Wholesaling and logistics management
PART 7 INTERATED MARKETING COMMUNICATIONS
Chapter 16 An overview of marketing communications
Chapter 17 Advertising and public relations
Chapter 18 Consumer and trade sales promotion
Chapter 19 Personal selling and sales management
Chapter 20 Direct marketing communications
