PART 1 Marketing Fundamentals
Chapter 1 The Nature of Marketing
Chapter 2 Marketing's Role Within the Firm or Nonprofit Organization
Chapter 3 Focusing Marketing Strategy with Segmentation and Positioning PART 2 The Marketing Environment
Chapter 4 The Changing Marketing Environment
Chapter 5 Demographic Dimensions of Canadian and Global Markets
Chapter 6 Behavioural Dimensions of Consumer Markets
Chapter 7 Business and Organizational Customers and their Buying Behaviour
Chapter 8 Improving Decisions with Marketing Information PART 3 Marketing Policies and Decisions
Chapter 9 Elements of Product Planning for Goods and Services
Chapter 10 Product Management and New Product Development
Chapter 11 Channel Systems and Physical Distribution
Chapter 12 Retailers, Wholesalers, and Their Strategic Importance Planning
Chapter 13 Promotion An Introduction to Marketing Communications
Chapter 14 Personal Selling
Chapter 15 Advertising and Sales Promotion
Chapter 16 Pricing Objectives and Policies
Chapter 17 Price Setting in the Business World PART 4 Managing the Marketing Environment
Chapter 18 Developing Innovative Marketing Plans
Chapter 19 Implementing and Controlling Marketing Plans Appendix A: Marketing You Inc Appendix B: Economic Fundamentals Appendix C: Marketing Arithmetic Appendix: Career Planning (on OLC only)
