Basic marketing Book

1	Marketing's Role in the Global Economy	2
2	Marketing's Role within the Firm or Nonprofit Organization	30
	Appendix A: Economics Fundamentals	60
3	Finding Target Market Opportunities with Market Segmentation	76
4	Evaluating Opportunities in the Changing Marketing Environment	110
5	Getting Information for Marketing Decisions	142
6	Demographic Dimensions of Global Consumer Markets	170
7	Behavioral Dimensions of the Consumer Market	200
8	Business and Organizational Customers and Their Buying Behavior	226
9	Elements of Product Planning for Goods and Services	252
10	Product Management and New-Product Development	286
11	Place and Development of Channel Systems	314
12	Logistics and Distribution Customer Service	338
13	Retailers and Their Strategy Planning	362
14	Wholesalers and Their Strategy Planning	392
15	Promotion - Introduction	416
16	Personal Selling	442
17	Advertising	468
18	Pricing Objectives and Policies	498
	Appendix B: Marketing Arithmetic	526
19	Price Setting in the Business World	540
20	Planning and Implementing Quality Marketing Programs	576
21	Controlling Marketing Plans and Programs	608
22	Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges	636
	Appendix C: Career Planning in Marketing	657
	Cases	671
	Computer-Aided Problems	713
	Notes	723
	Illustration Credits	761
	Author Index	I-1
	Subject Index	I-6
	Glossary	G-1