Marketing Book

Part 1	The World of Marketing	1
1	An Overview of Marketing	4
2	Strategic Planning for Competitive Advantage	28
3	The Marketing Environment and Marketing Ethics	60
4	Developing a Global Vision	94
Part 2	Analyzing Marketing Opportunities	137
5	Consumer Decision Making	140
6	Business Marketing	184
7	Segmenting and Targeting Markets	212
8	Decision Support Systems and Marketing Research	244
Part 3	Product Decisions	291
9	Product Concepts	294
10	Developing and Managing Products	318
11	Services and Nonprofit Organization Marketing	342
Part 4	Distribution Decisions	375
12	Marketing Channels and Supply Chain Management	378
13	Retailing	422
Part 5	Promotion Decisions	469
14	Integrated Marketing Communications	472
15	Advertising and Public Relations	500
16	Sales Promotion and Personal Selling	534
Part 6	Pricing Decisions	571
17	Pricing Concepts	574
18	Setting the Right Price	604
Part 7	Technology Driven Marketing	636
19	Internet Marketing	637
20	One-to-One Marketing	640
Appendix	Careers in Marketing	683
	Glossary	685
	Endnotes	699
	Company and Organizational Index	719
	Subject Index	729
	Internet Index	745