MARKETING ESSENTIALS 7/E

PART I: THE WORLD OF MARKETING.
1. An Overview of Marketing.
2. Strategic Planning for Competitive Advantage.
3. Ethics and Social Responsibility.
4. The Marketing Environment.
5. Developing a Global Vision.

PART II: ANALYZING MARKETING OPPORTUNITIES.
6. Consumer Decision Making.
7. Business Marketing.
8. Segmenting and Targeting Markets.
9. Decision Support Systems and Marketing Research.

PART III: PRODUCT AND DISTRIBUTION DECISIONS.
10. Product Concepts.
11. Developing and Managing Products.
12. Marketing Channels and Supply Chain Management.
13. Retailing.

PART IV: PROMOTION AND PRICING DECISIONS.
14. Marketing Communications and Advertising.
15. Public Relations, Sales Promotion, and Personal Selling.
16. Pricing Concepts.