Chapter 1: Developing Customer Relationships and Value through Marketing
Chapter 2: Linking Marketing and Corporate Strategies Appendix A: Creating an Effective Marketing Plan
Chapter 3: Scanning the Marketing Environment
Chapter 4: Ethics and Social Responsibility in Marketing
Chapter 5: Consumer Behaviour
Chapter 6: Organizational Markets and Buyer Behaviour
Chapter 7: Reaching Global Markets
Chapter 8: Turning Marketing Information into Action
Chapter 9: Identifying Market Segments and Targets
Chapter 10: Developing New Products and Services
Chapter 11: Managing Products, Services, and Brands
Chapter 12: Pricing, Products, and Services
Chapter 13: Managing Marketing Channels and Supply Chains
Chapter 14: Retailing and Wholesaling
Chapter 15: Integrated Marketing, Communications, and Direct Marketing
Chapter 16: Advertising, Sale Promotion, and Public Relations
Chapter 17: Personal Selling and Sales Management Afterword
