Basic Marketing：A Marketing Strategy Planning Approach(19版)

Ch 1 Marketing's Value to Consumers, Firms, and Society
Ch 2 Marketing Strategy Planning
Ch 3 Evaluating Opportunities in the Changing Marketing Environment
Ch 4 Focusing Marketing Strategy with Segmentation and Positioning
Ch 5 Final Consumers and Their Buying Behavior
Ch 6 Business and Organizational Customers and Their Buying Behavior
Ch 7 Improving Decisions with Marketing Information
Ch 8 Elements of Product Planning for Goods and Services
Ch 9 Product Management and New-Product Development
Ch 10 Place and Development of Channel Systems
Ch 11 Distribution Customer Service and Logistics
Ch 12 Retailers, Wholesalers, and Their Strategy Planning
Ch 13 Promotion'Introduction to Integrated Marketing Communications
Ch 14 Personal Selling and Customer Service
Ch 15 Advertising, Publicity, and Sales Promotion
Ch 16 Pricing Objectives and Policies
Ch 17 Price Setting in the Business World
Ch 18 Implementing and Controlling Marketing Plans: Evolution and Revolution
Ch 19 Managing Marketing's Link with Other Functional Areas
Ch 20 Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
Appendix A: Economics Fundamentals
Appendix B: Marketing Arithmetic
Appendix C: Career Planning in Marketing