Chapter 1. Marketing?s Value to Consumers, Firms and Society.
Chapter 2. Marketing Strategy Planning.
Chapter 3. Focusing Marketing Strategy with Segmentation and Positioning.
Chapter 4. Evaluating Opportunities in the Changing Marketing Environment.
Chapter 5. Demographic Dimensions of Global Consumer Markets.
Chapter 6. Behavioral Dimensions of the Consumer Market.
Chapter 7. Business and Organizational Customer and Their Buying Behavior.
Chapter 8. Improving Decisions with Marketing Information.
Chapter 9. Elements of Product Planning for Goods and Services.
Chapter 10. Product Management and New- Product Development.
Chapter 11. Place and development of Channel Systems.
Chapter 12. Distribution Customer Service and Logistics.
Chapter 13. Retailers, Wholesalers, and Their Strategy Planning.
Chapter 14. Promotion- Introduction to Integrated Marketing Communications.
Chapter 15. Personal Selling.
Chapter 16. Advertising and Sales Promotion.
Chapter 17. Pricing Objectives and Policies.
Chapter 18. Price Setting in the Business World.
Chapter 19. Implementing and Controlling Marketing Plans: Evolution and Revolution.
Chapter 20. Managing Marketing?s Link with Other Functional Areas.
Chapter 21. Developing Innovative Marketing Plans.
Chapter 22. Ethical Marketing in Consumer-Oriented Societies: Appraisal and Challenges.

This edition of Basic Marketing builds upon its pioneering beginnings that introduced the "four PS" to the introductory marketing course. The unifying focus of this text has always been on marketing decision-making pertaining to identifying and meeting customers' needs.