Chapter 1: The Meaning Of Marketing
Chapter 2: Marketing Strategy
Chapter 3: The Environment of Marketing Strategy
Chapter 4: Buyer Behavior
Chapter 5: Marketing Research
Chapter 6: Market Segmentation
Chapter 7: Developing Customer Loyalty
Chapter 8: Product Strategy
Chapter 9: Price
Chapter 10: Distribution
Chapter 11: Promotion
Chapter 12: Advertising
Chapter 13: Sales and Sales Management
Chapter 14: Controlling and Monitoring
Appendix A: Glossary
