PART 1
The World of Marketing
1 AN OVERVIEW O''F MARKETING
2 STRATEGIC PLANNING FOR COMPETITIVEADVANTAGE
3 THE MARKETING ENVIRONMENT AND MARKETINGETHICS
4 DEVELOPING A GLOBAL VISION
PART 2
Analyzing Marketing Opportunities
5 CONSUMER DECISION MAKING
6 BUSINESS MARKETING
7 SEGMENTING AND TARGETING MARKETS
8 DECISION SUPPORT SYSTEMS AND MARKETINGRESEARCH
PART 3
Product Decisions
9 PRODUCT CONCEPTS
10 DEVELOPING AND MANAGING PRODUCTS
11 SERVICES AND NONPROFIT ORGANIZATIONMARKETING
PART 4
Distribution Decisions
12 MARKETING CHANNELS AND SUPPLY CHAINMANAGEMENT
13 RETAILING
PART 5
Promotion Decisions
14 INTEGRATED MARKETING COMMUNICATIONS
15 ADVERTISING AND PUBLIC RELATIONS
16 SALES PROMOTION AND PERSONAL SELLING
PART 6
Pricing Decisions
17 PRICING CONCEPTS
18 SETTING THE RIGHT PRICE
PART 7
Technology Driven Marketing
19 INTERNET MARKETING
20 ONE-TO-ONE MARKETING
APPENDIX: CAREERS IN MARKETING
GLOSSARY
ENDNOTES
COMPANY AND ORGANIZATIONAL INEX
SUBJECT INDEX
INTERNET INDEX