Chapter 1: An Overview of Marketing
Chapter 2: Marketing Planning
Chapter 3: Understanding the Market Environment and the Competition
Chapter 4: Understanding the Buyer
Chapter 5: Marketing Research and Information
Chapter 6: Estimating the Market Demand
Chapter 7: Market Segmentation, Positioning, and Branding
Chapter 8: Product and Service Decisions
Chapter 9: New Products
Chapter 10: Pricing Decisions
Chapter 11: Distribution and Supply Chain Management
Chapter 12: Designing Effective Promotion and Advertising Strategies
Chapter 13: Direct Marketing, Sales Promotion, and Public Relations
Chapter 14: Selling and Sales Management
Chapter 15: The Future of Marketing
Case 1: Yo Man, Its Yao Ming
Case 2: BMW Marketing Innovation
Case 3: It Is Not on the Shelf! Is It? How Marketing Myopia Occurs
Case 4: Citibank N.A. in Japan
Case 5: Gap Inc
Case 6: The Value-Breeding Bond Network of Hawthorn: A Relationship Marketing Context in a Business-to-Business Setting
Case 7: Marketing and the Environment: Tuna versus Dolphins
Case 8: The Embryonic Phase of Spectrum Color
Case 9: Implications of the Ancient Business Concepts for Contemporary Markets: Background and a Case Example
Case 10: Will Natural Diamonds Remain Forever
Case 11: Does Mattel Sell Dolls or Dreams
Case 12: The Changing Global Context: A Philosophical Approach to Deal with the Embryonic Market Environment
Glossary
Company Index
Name Index
Subject Index.