| Summary: | Chapter 1 The World of Marketing -- Chapter 2 Strategic Planning: Making Choices in a Dynamic Environment -- Chapter 3 Decision Making in the New Era of Marketing: Enriching the Marketing Environment -- Chapter 4 Think Globally and Act Locally: Marketing in a Multinational Environment -- Chapter 5 Marketing Information and Research: Analyzing the Business Environment -- Chapter 6 Why People Buy: Consumer Behavior -- Chapter 7 Why Organizations Buy: Business-To-Business Marketing -- Chapter 8 Sharpening the Focus: Segmentation, Targeting, and Positioning -- Chapter 9 The Product -- Chapter 10 Product Management -- Chapter 11 Broadening the Product Focus: Marketing Services and Other Intangibles -- Chapter 12 Pricing the Product -- Chapter 13 Price Management -- Chapter 14 Channel Management, Physical Distribution, and Wholesaling: Delivering the Product -- Chapter 15 Retailing and Direct Marketing -- Chapter 16 Connecting with the Customer: Promotional Strategy, Database Marketing, and Integrated Marketing Communications -- Chapter 17 Advertising -- Chapter 18 Sales Promotion and Public Relations -- Chapter 19 Personal Selling and Sales Management.
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