Table of Contents

I. UNDERSTANDING MARKETING AND THE MARKETING PROCESS.

1. Marketing in a Changing World: Creating Customer Value and Satisfaction.
2. Strategic Planning and the Marketing Process.
3. The Marketing Environment.

II. DEVELOPING MARKETING OPPORTUNITIES AND STRATEGIES.

4. Marketing Research and Information Systems.
5. Consumer Markets and Consumer Buyer Behaviour.
6. Business Markets and Business Buyer Behaviour.
7. Market Segmentation, Targeting, and Positioning for Competitive Advantage.

III. DEVELOPING THE MARKETING MIX.

8. Product and Services Strategies.
9. New Product Development and Life Cycle Strategies.
10. Pricing Strategies.
11. Distribution Channels and Logistics Management.
12. Retailing and Wholesaling.
13. Integrated Marketing Communication Strategy.
14. Advertising, Sales, Promotion, and Public Relations.
15. Personal Selling and Sales Management.
16. Direct and Online Marketing.

IV. MANAGING MARKETING.

17. The Global Marketplace .
18. Marketing and Society: Social Responsibility and Marketing Ethics.