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
