Chapter One What Is Marketing? 1
Chapter Two The Marketing Concept 22
Chapter Three The Marketing Environment 44
Chapter Four Global Markets and Marketing 63
Chapter Five Strategic Marketing Planning 81
Chapter Six Information and Technology 101
Chapter Seven Buyer's Behavior 120
Chapter Eight Market Segmentation 142
Chapter Nine Product 161
Chapter Ten Distribution 181
Chapter Eleven Pricing 201
Chapter Twelve Promotion 220
Chapter Thirteen Public Relations 240
Chapter Fourteen Branding 257
Chapter Fifteen Online Marketing 272
Chapter Sixteen Social Media Marketing 285
Chapter Seventeen Small Business Marketing 297
Chapter Eighteen Evaluation of Marketing Effectiveness 311
Keys to the Exercises 324
Appendix How to Write a Marketing Plan 339