1. Marketing's Role Within Organizations
2. Strategic Market Planning and the Development of Marketing Opportunities
3. The Changing Marketing Environment
4. Using Marketing Information to Make Better Decisions
5. The Canadian Consumer Market: Demographic and Economic Dimensions
6. Behavioural Dimensions of the Consumer Market
7. The Buying Behaviour of Business and Organizational Customers
8. Finding Target Markets Through Segmentation
9. Product Planning for Goods and Services
10. Product Management and New Product Development
11. Place and Development of Channel Systems
12. Logistics and Distribution
13. Retailers, Wholesalers, and Strategic Planning
14. Promotion-Introduction to Integrated Marketing Communications
15. Personal Selling
16. Advertising and Sales Promotion
17. Pricing Objectives and Policies
18. Price Setting in the Business World
19. Developing Innovative Marketing Plans
20. Implementing and Controlling Marketing Plans
21. Managing Marketing's Link with Other Financial Areas
