Includes Index.

Part I: DESIGNING CUSTOMER-ORIENTED MARKETING STRATEGIES.
1. Marketing: The Art and Science of Satisfying Customers.
2. Strategic Planning in Contemporary Marketing.
3. The Marketing Environment, Ethics, and Social Responsibility.
4. E-Business: Managing the Customer Experience.
5. Social Media: Living in the Connected World.
Part II: UNDERSTANDING BUYERS AND MARKETS.
6. Consumer Behavior.
7. Business Markets and Buying Behavior.
8. Global Marketing.
Part III: TARGET MARKET SELECTION.
9. Market Segmentation, Targeting, and Positioning.
10. Marketing Research.
Part IV: PRODUCT DECISIONS.
11. Product and Branding Concepts.
12. Developing and Managing Products.
Part V: PRICING DECISIONS.
13. Pricing Concepts.
14. Pricing Strategies.
Part VI: DISTRIBUTION DECISIONS.
15. Distribution Channels and Supply Chain Management.
16. Retailing and Direct Marketing.
Part VII: PROMOTIONAL DECISIONS.
18. Integrated Marketing Communications, Advertising, and Public Relations.
19. Personal Selling and Sales Promotion.
Appendix A: Developing an Effective Marketing Plan.
Appendix B: Financial Analysis in Marketing.
Online Appendix: Your Career in Marketing.
Name & Company Index.
Subject Index.

Since the first edition of this book was published, Contemporary Marketing has continued improving on its mission of equipping students with the most comprehensive collection of learning tools, teaching materials and innovative resources available. The upgraded 18th edition represents a new industry benchmark by delivering the most practical, technologically advanced, user-friendly resource package on the market.