Chapter One The Nature of Marketing
1��What is marketing?
2��The core concepts on marketing
3��Market-oriented business
4��Marketing mix
5��New marketing concepts
Summary
Key terms
Exercises

Chapter Two The Global Marketing Environment
1��The macroenvironment
2��The microenvironment
3��Scanning and responding to the market environment
Summary
Key terms
Exercises

Chapter Three Understanding Customer Behavior
1��Model of consumer behavior
2��Who buys?
3��How they buy?
4��What affects buying behavior?
5��What are consumers' choice criteria?
Summary
Key terms
Exercises

Chapter Four Marketing Information and Marketing Research
1��Assessing marketing information needs
2��Developing marketing information
3��Analyzing marketing information
4��Distributing and using marketing information
5��Ethics in marketing research
Summary
Key terms
Exercises

Chapter Five Segmentation�� Targeting�� Positioning and Differentiation
1��Segmenting consumer market
2��Target marketing
3��Positioning and repositioning
4��Differentiation
Summary
Key terms
Exercises

Chapter Six Products�� Services and Brands
1��Definition of product
2��Levels of product
3��Product differentiation
4��Management of product lines and mixes
5��Product life cycle
6��New product development
7��Branding
8��Nature and characteristics of service
9��Service differentiation
10��Marketing strategies for service firms
Summary
Key terms
Exercises
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Chapter Seven Pricing
Chapter Eight Place
Chapter Nine Promotion
Chapter Ten Marketing Planning

Glossary