Basic Marketing Information Center: Table of Contents


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Basic Marketing: A Global Managerial Approach, 15/e

William D Perreault, University of North Carolina at Chapel Hill
E Jerome McCarthy, Michigan State University at East Lansing

Chapter 1	Marketing's Value to Consumers, Firms and Society
Chapter 2	Marketing Strategy Planning
Chapter 3	Focusing Marketing Strategy with Segmentation and Positioning
Chapter 4	Evaluating Opportunities in the Changing Marketing Environment
Chapter 5	Demographic Dimensions of Global Consumer Markets
Chapter 6	Behavioral Dimensions of the Consumer Market
Chapter 7	Business and Organizational Customer 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
Chapter 16	Advertising 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	Developing Innovative Marketing Plans
Chapter 22	Ethical Marketing in Consumer-Oriented Societies: Appraisal and Challenges

Appendices:
A. Economics Fundamentals
B. Marketing Arithmetic
C. Career Planning in Marketing

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