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Table of Contents
1. Overview Of Marketing
2. Developing Marketing Strategies And A Marketing Plan
3. Marketing Ethics
4. Analyzing The Marketing Environment
5. Consumer Behavior
6. Business-To-Business Marketing
7. Global Marketing
8. Segmentation, Targeting, And Positioning
9. Marketing Research
10. Product, Branding, And Packaging Decisions
11. Developing New Products
12. Services: The Intangible Product
13. Pricing Concepts For Establishing Value
14. Supply Chain And Channel Management
15. Retailing And Multichannel Marketing
16. Integrated Marketing Communications
17. Advertising, Public Relations, And Sales Promotions
18. Personal Selling And Sales Management
