Chapter 1: The Nature of Marketing Chapter 2: The Environment for Marketing Decisions Chapter 3: Market Segmentation: Finding a Base to Start Chapter 4: The Market Segmentation Process Chapter 5: Marketing Strategy and the Marketing Plan Chapter 6: Ensuring Total Customer Satisfaction and Managing Customer Chapter 7: Obtaining Data for Marketing Decision Chapter 8: Consumer Behaviour Chapter 9: Business-to-Business Marketing Chapter 10: Marketing the Total Product: Brand, Image, Warranty, and Packaging Chapter 11: Product Strategy Chapter 12: Services Chapter 13: Understanding Pricing Chapter 14: Managing the Pricing Function Chapter 15: Channel and Distribution Strategy Chapter 16: The Many Faces of Retailing: In-Store, Direct, and Internet Chapter 17: Supply Chain and Logistics Management Chapter 18: Marketing Communications Strategy Chapter 19: Integrated Marketing Communications Applications Chapter 20: Global Marketing Chapter 21: Not-For-Profit Marketing
