Includes bibliographical references and index

Marketing's role in the global economy -- Marketing's role within the firm or nonprofit organization -- Finding target market opportunities with market segmentation -- Evaluating opportunities in the changing marketing environment -- Getting information for marketing decisions -- Demographic dimensions of global consumer markets -- Behavioral dimensions of the consumer market -- Business and organizational customers and their buying behavior -- Elements of product planning for goods and services -- Product management and new-product development -- Place and development of channel systems -- Logistics and distribution customer service -- 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 -- Implementing and controlling marketing plans: evolution and revolution -- Managing marketing's link with other functional areas -- Ethical marketing in a consumer-oriented world: appraisal and challenges.