Includes index

Marketing's value to consumers, firms, and society
Marketing strategy planning
Evaluating opportunities in the changing marketing environment
Focusing marketing strategy with segmentation and positioning
Demographic dimensions of global consumer markets
Final consumers and their buying behavior
Business and organizational customers and their buying behavior
Improving decisions with marketing information
Elements of product planning for goods and services
Product management and new-product development
Place and development of channel systems
Distribution customer service and logistics
Retailers, wholesalers, and their strategy planning
Promotion : introduction to integrated marketing communications
Personal selling and customer service
Advertising and sales promotion
Pricing objectives and policies
Price setting in the business world
Implementing and controlling marketing plans : evolution and revolution
Managing marketing's link with other functional areas
Ethical marketing in a consumer-oriented world : appraisal and challenges
Appendix A: Economics fundamentals
Appendix B: Marketing arithmetic
Appendix C: Career planning in marketing
Video cases
Cases
Computer-aided problems

eng.