PART ONE THE FIELD OF MARKETING AND ITS DYNAMIC ENVIRONMENT
Chapter 1 - The Field of Marketing
Chapter 2 The Changing Marketing Environment
Chapter 3 Strategic Marketing Planning PART TWO TARGET MARKETS
Chapter 4 Foundations for Market Segmentation
Chapter 5 Segmentation, Positioning, and Forecasting
Chapter 6 Social and Psychological Influences on Buyer Behaviour
Chapter 7 The Business Market
Chapter 8 Marketing Research and Information PART THREE - PRODUCTS AND SERVICES
Chapter 9 Product Planning and Development
Chapter 10 Product-Mix Strategies
Chapter 11 Brands, Packaging, and Other Product Features
Chapter 12 Services Marketing and Customer Relationships PART FOUR PRICE
Chapter 13 Price Determination
Chapter 14 Pricing, Strategies, and Policies PART FIVE DISTRIBUTION
Chapter 15 Channels of Distribution: Conflict, Co-operation, and Management
Chapter 16 - Wholesaling and Distribution: Markets and Institutions
Chapter 17 Retailing: Markets and Institutions PART SIX MARKETING COMMUNICATIONS
Chapter 18 The Marketing Communications Program
Chapter 19 Management of Personal Selling
Chapter 20 Management of Advertising, Sales Promotion, and Public Relations PART SEVEN MANAGING THE MARKETING EFFORT
Chapter 21 Marketing: Its Performance and Its Future Cases for Part 7 Appendix: Careers in Marketing (on website only) New Coca-Cola Case (available on website only)
