Table of Contents PART ONE: MAKING MARKETING DECISIONS 1.   WELCOME TO THE WORLD OF MARKETING 2.   STRATEGIC PLANNING: MAKING CHOICES IN A DYNAMIC ENVIRONMENT 3.   DECISION MAKING IN THE NEW AREA OF MARKETING: ENRICHING THE MARKETING ENVIRONMENT 4.   THINK GLOBALLY AND ACT LOCALLY: MARKETING IN A MULTINATIONAL ENVIRONMENT PART TWO: UNDERSTANDING AND IDENTIFYING MARKETS 5.   MARKETING INFORMATION AND RESEARCH: ANALYZING THE BUSINESS ENVIRONMENT 6.   WHY PEOPLE BUY: CONSUMER BEHAVIOR 7.   WHY ORGANIZATIONS BUY: BUSINESS-TO-BUSINESS MARKETS 8.   SHARPENING THE FOCUS: TARGET MARKETING STRATEGIES PART THREE: CREATING AND MANAGING THE PRODUCT - GOODS AND SERVICES 9.    CREATING THE PRODUCT 10.   MANAGING THE PRODUCT 11.   MARKETING INTANGIBLES AND SERVICES PART FOUR: ASSIGNING VALUE TO THE PRODUCT 12.   PRICING THE PRODUCT 13.   PRICING METHODS PART FIVE: DELIVERING THE PRODUCT 14.   CHANNEL MANAGEMENT, WHOLESALING, AND PHYSICAL DISTRIBUTION DELIVERING THE PRODUCT 15.   RETAILING PART SIX: COMMUNICATING ABOUT THE PRODUCT 16.   THE PROMOTION SUPERHIGHWAY 17.   ADVERTISING 18.   SALES PROMOTION, PUBLIC RELATIONS, AND PERSONAL SELLING Appendix A)   A Sample Marketing Plan B)   Marketing Math Glossary Company Name Index Subject Index

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