Marketing: Contemporary Concepts and Practices

I. MARKETING: ITS ENVIRONMENT AND MANAGEMENT. 1. What is Marketing? 2. The Global Environment of Marketing. 3. Marketing Management and the Planning Process. II. UNDERSTANDING AND SELECTING TARGET MARKETS. 4. Marketing Research. 5. The Consumer Market and Buying Behavior. 6. Organizational Markets and Buying Behavior. 7. Market Segmentation. 8. Target Marketing. III. DEVELOPING PRODUCTS AND SERVICES. 9. The Product Offering. 10. Product Development and Management. 11. Services and Nonprofit Marketing. IV. DISTRIBUTION. 12. Marketing Channels. 13. Wholesaling and Logistics. 14. Retailing. V. PROMOTION. 15. The Promotion Effort. 16. Advertising. 17. Direct Marketing, Sales Promotion, and Public Relations. 18. Personal Selling. VI. PRICING. 19. Pricing Procedures. 20. Pricing Administration. VII. EFFECTIVE MARKETING STRATEGIES. 21. Marketing Implementation and Control. 22. International Marketing. Appendixes: A. Financial Analysis and Marketing Management B. Careers in Marketing. Glossary. Indexes.