Chapter 1: The Changing Role of Marketing

Chapter 2: The Forces of Change and Their Impact

Chapter 3: Strategic Market Planning

Chapter 4: Marketing Intelligence and Creative Problem Solving

Chapter 5: Understanding Consumer Buying Behavior

Chapter 6: Business Markets and Buying Behavior

Chapter 7: Market Segmentation, Target Marketing, and Positioning

Chapter 8: Product Strategy

Chapter 9: Services Marketing Strategy

Chapter 10: Distribution Strategy

Chapter 11: Integrated Marketing Communications Strategy

Chapter 12: Integrated Marketing Communications Tools

Chapter 13: Direct Marketing

Chapter 14: Pricing Strategy

Chapter 15: Control and Measurement of Marketing Performance

Chapter 16: The Marketing-Oriented Organization