Essentials of Marketing

Chapter One: Marketing’s Value to Consumers, Firms, and Society 
Chapter Two: Marketing Strategy Planning  
Chapter Three: Evaluating Opportunities in the Changing Market Environment   
Chapter Four: Focusing Marketing Strategy with Segmentation and Positioning   
Chapter Five: Final Consumers and Their Buying Behavior   
Chapter Six: Business and Organizational Customers and Their Buying Behavior   
Chapter Seven: Improving Decisions with Marketing Information   
Chapter Eight: Elements of Product Planning for Goods and Services  
Chapter Nine: Product Management and New-Product Development   
Chapter Ten: Place and Development of Channel Systems   
Chapter Eleven: Distribution Customer Service and Logistics   
Chapter Twelve: Retailers, Wholesalers, and Their Strategy Planning   
Chapter Thirteen: Promotion—Introduction to Integrated Marketing Communications   
Chapter Fourteen: Personal Selling and Customer Service   
Chapter Fifteen: Advertising and Sales Promotion   
Chapter Sixteen: Publicity: Promotion Using Earned Media, Owned Media, and Social Media   
Chapter Seventeen: Pricing Objectives and Policies  
Chapter Eighteen: Price Setting in the Business World 
Chapter Nineteen: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges