Includes index.

Chapter 1: Marketing's Value to Consumers, Firms, and Society Chapter 2: Marketing Strategy Planning Chapter 3: Evaluating Opportunities in the Changing Marketing Environment Chapter 4: Focusing Marketing Strategy with Segmentation and Positioning Chapter 5: Demographic Dimensions of Global Consumer Markets Chapter 6: Final Consumers and Their Buying Behavior Chapter 7: Business and Organizational Customers and Their Buying Behavior Chapter 8: Improving Decisions with Marketing Information Chapter 9: Elements of Product Planning for Goods and Services Chapter 10: Product Management and New-Product Development Chapter 11: Place and Development of Channel Systems Chapter 12: Distribution Customer Service and Logistics Chapter 13: Retailers, Wholesalers, and Their Strategy Planning Chapter 14: Promotion-Introduction to Integrated Marketing Communications Chapter 15: Personal Selling and Customer Service Chapter 16: Advertising, Publicity, and Sales Promotion Chapter 17: Pricing Objectives and Policies Chapter 18: Price Setting in the Business World Chapter 19: Implementing and Controlling Marketing Plans: Evolution and Revolution Chapter 20: Managing Marketing's Link with Other Functional Areas Chapter 21: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges Appendix A: Economics Fundamentals Appendix B: Marketing Arithmetic Appendix C: Career Planning in Marketing

Provides an integrated teaching and learning solution for presenting the four Ps framework and managerial orientation with a strategy planning focus. This title integrates the best digital tools in the industry for ensuring that students are prepared to engage in classroom lectures and pursue future business and marketing careers.

College of Business and Accountancy