Essentials of Marketing

PART I: THE WORLD OF MARKETING. 1. An Overview of Marketing. 2. The Marketing Environment and Marketing Ethics. 3. Developing a Global Vision. PART II: ANALYZING MARKETING OPPORTUNITIES. 4. Consumer Decision Making. 5. Business Marketing. 6. Segmenting and Targeting Markets. 7. Decision Support Systems and Marketing Research. PART III: PRODUCT AND DISTRIBUTION DECISIONS. 8. Product and Services Concepts. 9. Developing and Managing Products. 10. Marketing Channels and Logistics Decisions. 11. Retailing. PART IV: INTEGRATED MARKETING COMMUNICATION AND PRICING CONCEPTS. 12. Marketing Communication and Personal Selling. 13. Advertising, Sales Promotion, and Public Relations. 14. Internet Marketing (available on-line). 15. Pricing Concepts. Appendix: Careers in Marketing.