Essentials of Marketing
PART I: THE WORLD OF MARKETING. 1. An Overview of Marketing. Career Appendix. 2. Strategic Planning for Competitive Advantage. 3. Ethics and Social Responsibility. 4. The Marketing Environment. 5. Developing a Global Vision. PART II: ANALYZING MARKETING OPPORTUNITIES. 6. Consumer Decision Making. 7. Business Marketing. 8. Segmenting and Targeting Markets. 9. Decision Support Systems and Marketing Research. PART III: PRODUCT AND DISTRIBUTION DECISIONS. 10. Product Concepts. 11. Developing and Managing Products. 12. Marketing Channels and Supply Chain Management. 13. Retailing. PART IV: PROMOTION AND PRICING DECISIONS. 14. Marketing Communications and Advertising. 15. Public Relations, Sales Promotion, and Personal Selling. 16. Pricing Concepts.