Principles of Marketing

Part One: Evaluating Marketing Opportunities
Chapter 1: What is Marketing?
Chapter 2: The Marketing Environment
Chapter 3: Consumer Behavior
Chapter 4: Organizational Buyer Behavior
Chapter 5: Segmentation, Target Marketing, and Positioning

Part Two: The Marketing Mix
Chapter 6: Product Management
Chapter 7: Developing New Products
Chapter 8: Pricing Concepts, Objectives, and Strategies
Chapter 9: Setting Prices and Price Management
Chapter 10: Channels of Distribution
Chapter 11: Integrated Marketing Communication

Part Three: C-Level Marketing Decisions
Chapter 12: Ethics
Chapter 13: Marketing Research
Chapter 14: Global Marketing
Chapter 15: Marketing Strategy