Chapter 1 Marketing 1
Chapter 2 Marketing Plan 9
Chapter 3 Marketing Objectives 17
Chapter 4 Marketing Strategy 22
Chapter 5 Product 29
Chapter 6 Price 35
Chapter 7 Distribution 43
Chapter 8 Promotion 48
Chapter 9 Action Plan and Implementation 57
Chapter 10 Evaluation 60
Chapter 11 The Fundamentals of Economics 65
Chapter 12 Basic Elements of Supply and Demand 72
Chapter 13 Applications of Supply and Demand 79
Chapter 14 Demand and Consumer Behavior 87
Chapter 15 Production and Business Organization 93
Chapter 16 Analysis of Cost 98
Chapter 17 Measuring Economic Activity 104
Chapter 18 Aggregate Demand and Aggregate Supply 111
Chapter 19 The Multiplier Model 116
Chapter 20 Fiscal Policy 125
Chapter 21 Money 129
Chapter 22 Central Banking and Monetary Policy 136
Chapter 23 Accounting 143
Chapter 24 Accounting Principles 149
Chapter 25 Financial Accounts 155
Chapter 26 Profit and Loss Statement 160
Chapter 27 Cost Accounting 166
Chapter 28 Budgetary Control 173
Chapter 29 Interpretation of Accounts 179
Chapter 30 Cash Flow Statements 185
References 193