Description: 1. Marketing, the Marketing Concepts, and the Marketing Mix. 2. Managing the Marketing Environments and Society. 3. Marketing Planning. Marketing in Practice: Development of the Marketing Plan. 4. Information Systems and Marketing Research 5. Markets and Market Segmentation. 6. Consumer Products and Buying Behavior. 7. Business Products and Buying Behavior. 8. Product Branding, Packaging, and Warranties. 9. Product Life Cycle, Product Mix, and New Product Development. 10. Pricing Concepts. 11. Pricing Methods. Marketing in Practice: Accounting for Marketing Decisions. 12. Distribution Systems. 13. Wholesaling. 14. Retailing. 15. Promotion Concepts. 16. Advertising, Publicity, and Sales Promotion. 17. Personal Selling and Sales Management. 18. Global Marketing. 19. The Future of Marketing and Social Responsibility. Marketing in Practice: Careers in Marketing and Job Search Tips. Major Cases. Index.

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