Includes bibliographical references and index

Marketing's value to consumers, firms, and society ---
Marketing strategy planning --
Focusing marketing strategy with segmentation and positioning --
Evaluating opportunities in the changing marketing environment --
Final consumers and their buying behavior --
Business and organizational customers and their buying behavior --
Improving decisions with marketing information --
Elements of product planning for goods and services --
Product management and new-product development --
Place and development of channel systems --
Distribution customer service and logistics--
Retailers, wholesalers, and their strategy planning --
Promotion: introduction to integrated marketing communications --
Personal selling --
Advertising and sales promotion --
Pricing objectives and policies --
Price setting in the business world --
Developing innovative marketing plans: appraisal and challenges.