PART 1 - Marketing Fundamentals

Chapter 1 - The Nature of Marketing
Chapter 2 - Marketing's Role Within the Firm or Nonprofit Organization
Chapter 3 - Focusing Marketing Strategy with Segmentation and Positioning

PART 2 - The Marketing Environment

Chapter 4 - The Changing Marketing Environment
Chapter 5 - Demographic Dimensions of Canadian and Global Markets
Chapter 6 - Behavioural Dimensions of Consumer Markets
Chapter 7 - Business and Organizational Customers and their Buying Behaviour
Chapter 8 - Improving Decisions with Marketing Information

PART 3 - Marketing Policies and Decisions

Chapter 9 - Elements of Product Planning for Goods and Services
Chapter 10 - Product Management and New Product Development
Chapter 11 - Channel Systems and Physical Distribution
Chapter 12 - Retailers, Wholesalers, and Their Strategic Importance Planning
Chapter 13 - Promotion - An Introduction to Marketing Communications
Chapter 14 - Personal Selling
Chapter 15 - Advertising and Sales Promotion
Chapter 16 - Pricing Objectives and Policies
Chapter 17 - Price Setting in the Business World

PART 4 - Managing the Marketing Environment

Chapter 18 - Developing Innovative Marketing Plans
Chapter 19 - Implementing and Controlling Marketing Plans

Appendix A: Marketing You Inc
Appendix B: Economic Fundamentals
Appendix C: Marketing Arithmetic
Appendix: Career Planning (on OLC only)