| Chapter 1 | An Overview of Marketing |
| Chapter 2 | Marketing Planning |
| Chapter 3 | Understanding the Environment and the Competition | Chapter 4 | Understanding the Buyer |
| Chapter 5 | Marketing Research and Information |
| Chapter 6 | Estimating Marketing Demand |
| Chapter 7 | Market Segmentation, Positioning, and Branding |
| Chapter 8 | Product and Service Decisions |
| Chapter 9 | New Products |
| Chapter 10 | Pricing Decisions |
| Chapter 11 | Distribution and Supply Chain Management |
| Chapter 12 | Designing Effective Promotion and Advertising Strategies |
| Chapter 13 | Direct Marketing, Sales Promotion, and Public Relations |
| Chapter 14 | Selling and Sales Management |
| Chapter 15 | The Future of Marketing |
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2001 South-Western College Publishing. All Rights Reserved.