1 Marketing's value to consumers, firms, and society
2 Marketing strategy planning
3 Evaluating opportunities in the changing market environment
4 Focusing marketing strategy with segmentation and positioning
5 Final consumers and their buying behavior
6 Business and organizational customers and their buying behavior
7 Improving decisions with marketing information
8 Elements of product planning for goods and services
9 Product management and new-product development
10 Place and development of channel systems
11 Distribution customer service and logistics
12 Retailers, wholesalers, and their strategy planning
13 Promotion: introduction to integrated marketing communications
14 Personal selling and customer service
15 Advertising and sales promotion
16 Publicity: promotion using earned media, owned media, and social media
17 Pricing objectives and policies
18 Price setting in the business world
19 Ethical marketing in a consumer-oriented world: appraisal and challenges...
Appendix A: Economics fundamentals
Appendix B: Marketing arithmetic
Appendix C: Career planning in marketing
Appendix D: Hillside Veterinary Clinic Marketing Plan
Bonus chapter 1: Implementing and controlling marketing plans: metrics and analysis (content available online)
Bonus chapter 2: Managing marketing's link with other functional areas (content available online)
Video cases
Cases
Glossary.