PART 1:THIS IS MARKETING 3
1．The development of marketing 5
2．Marketing today 29
PART 2:MARKETING ANALYSIS 55
3．The marketing environment 57
4．Market segmentation 91
5．Buyer behaviour 127
6．Marketing research 159
PART 3:MARKETING TOOLS 189
7．Product 191
8．Promotion 227
9．Place 265
10．Price 293
11．The marketing mix 327
PART 4:THE MARKETERS 351
12．Marketing management 353
What do marketers do?Postscript:Careers in marketing 383
Glossary 411
Index 425