Includes index

Marketing's role in the global economy; marketing's role within the firm or non-profit organization; focusing marketing strategy with segmentation and positioning evaluating opportunities in the changing marketing environment; demographic dimensions of global consumer markets; behavioral dimensions of the consumer market; business and organizational customer and their buying behaviour; 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; implementing and controlling marketing plans - evolution and revolution; managing marketing's link with other functional areas; ethical marketing in consumer-oriented societies - appraisal and challenges.