Part 1 - Understanding Marketing and the Marketing Process
1. Marketing in a Changing World: Creating Customer Value and Satisfaction
2. Strategic Planning and the Marketing Process
3. The Marketing Environment

Part 2 - Developing Marketing Opportunities and Strategies
4. Marketing Research and Information Systems
5. Consumer Markets and Consumer Buyer Behavior
6. Business Markets and Business Buyer Behavior
7. Market Segmentation, Targeting, and Positioning for Competitive Advantage

Part 3 - Developing the Marketing Mix
8. Product and Service Strategies
9. New-Product Development and Life-Cycle Strategies
10. Pricing Considerations and Approaches
11. Pricing Strategies
12. Distribution Channels and Logistics Management
13. Retailing and Wholesaling
14. Integrated Marketing Communication Strategy
15. Advertising, Sales Promotion, and Public Relations
16. Personal Selling and Sales Management
17. Direct and Online Marketing: The New Marketing Model

Part 4 - Managing Marketing
18. Competitive Strategies: Attracting, Retaining, and Growing Customers
19. The Global Marketplace
20. Marketing and Society: Social Responsibility and Marketing Ethics

APPENDIXES
1. Forecasting Market Demand
2. Marketing Math
3. Careers in Marketing

Glossary, Author Index, Company Index, Subject Index