Part A: Introduction

Chapter One: Strategic Planning and the Marketing Management Process

Part B: Marketing Information, Research, and Understanding the Target Market

Chapter Two: Marketing Research: Process and Systems for Decision Making
Chapter Three: Consumer Behavior
Appendix: Selected Consumer Behavior Data Sources
Chapter Four: Business, Government, and Institutional Buying
Chapter Five: Market Segmentation

Part C: The Marketing Mix

Chapter Six: Product Strategy
Chapter Seven: New Product Planning and Development
Chapter Eight: Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing
Appendix: Major Federal Agencies Involved in Control of Advertising
Chapter Nine: Personal Selling, Relationship Building, and Sales Management
Chapter Ten: Distribution Strategy
Chapter Eleven Pricing Strategy

Part D: Marketing in Special Fields

Chapter Twelve: The Marketing of Services
Chapter Thirteen: Global Marketing

Section II: Analyzing Market Problems and Cases

Section III: Financial Analysis for Marketing Decisions

Section IV: Developing Marketing Plans Secondary Data Sources

Notes
Index