Principles of Marketing

I. AN INTRODUCTION TO MARKETING. 1. An Overview of Marketing. 2. The Environment of Marketing. 3. Developing, Integrating, and Analyzing the Marketing Plan. 4. Information for Marketing Decisions. II. BROADENING THE SCOPE OF MARKETING. 5. Societal, Ethical, and Consumer Issues. 6. International Marketing. III. CONSUMER ANALYSIS. 7. Final Consumers. 8. Organizational Consumers. 9. Developing a Target Market Strategy. IV. PRODUCT PLANNING. 10. Basic Concepts in Product Planning. 11. Goods Versus Services Marketing. 12. Conceiving, Developing, and Managing Products. V. DISTRIBUTION PLANNING. 13. Considerations in Distribution Planning and Physical Distribution. 14. Wholesaling and Retailing. VI. PROMOTION PLANNING. 15. The Context of Promotion Planning. 16. Advertising and Public Relations. 17. Personal Selling and Sales Promotion. VII. PRICE PLANNING. 18. Considerations in Price Planning. 19. Developing and Applying a Pricing Strategy. Appendixes. A. Careers in Marketing. B. Marketing Mathematics. C. Computer-Based Marketing Exercises. D. Glossary. Company and Name Index. Subject Index.