Ch 1 Marketing's Value to Consumers, Firms, and Society
Ch 2 Marketing Strategy Planning
Ch 3 Evaluating Opportunities in the Changing Marketing Environment
Ch 4 Focusing Marketing Strategy with Segmentation and Positioning
Ch 5 Final Consumers and Their Buying Behavior
Ch 6 Business and Organizational Customers and Their Buying Behavio
Ch 7 Improving Decisions with Marketing Information
Ch 8 Elements of Product Planning for Goods and Services
Ch 9 Product Management and New-Product Development
Ch10 Place and Development of Channel Systems
Ch11 Distribution Customer Service and Logistics
Ch12 Retailers, Wholesalers, and Their Strategy Planning
Ch13 Promotion-Introduction to Integrated Marketing Communications
Ch14 Personal Selling and Customer Service
Ch15 Advertising and Sales Promotion
Ch16 Publicity: Promotion Using Earned Media, Owned Media, and Social Media
Ch17 Pricing Objectives and Policies
Ch18 Price Setting in the Business World
Ch19 Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
