Part I: Nature and Scope of Marketing

1. The Field of Marketing
2. The Dynamic Marketing Environment
3. Global Markets and Marketing

Part II: Identifying and Selecting Markets

4. Consumer Markets and Buying Behavior
5. Business Markets and Buying Behavior
6. Market Segmentation, Targeting and Positioning
7. Marketing Research and Market Information

Part III: Product

8. Product Planning and Development
9. Product-Mix Strategies
10. Brands, Packaging, and Other Product Features
11. Services Marketing

Part IV: Price

12. Price Determination
13. Pricing Strategies

Part V: Distribution

14. Channels of Distribution
15. Retailing
16. Wholesaling and Physical Distribution

Part VI: Promotion

17. Integrated Marketing Communications
18. Personal Selling and Sales Management
19. Advertising, Sales Promotion, and Public Relations

Part VII: Managing the Marketing Effort

20. Strategic Marketing Planning
21. Marketing Implementation and Evaluation
22. Marketing and the Information Economy