Covering marketing developments, this book is built around the authors' seminal 4Ps (Product, Price, Place, Promotion) framework, and integrates fresh concepts and examples. It covers: customer equity, customer-initiated interactive communications, and ethical issues. It also includes a CD featuring video clips to accompany cases in the text.

1. Marketing's Role in the Global Economy2. Marketing's Role within the Firm or Nonprofit Organization3. Focusing Marketing Strategy with Segmentation and Positioning4. Evaluating Opportunities in the Changing Marketing Environment5. Final Consumers and Their Buying Behavior6. Business and Organizational Customers and Their Buying Behavior7. Improving Decisions with Marketing Information8. Elements of Product Planning for Goods and Services9. Product Management and New-Product Development10. Place and Development of Channel Systems11. Distribution Customer Service and Logistics12. Retailers, Wholesalers, and Their Strategy Planning13. Promotion--Introduction to Integrated Marketing Communications14. Personal Selling15. Advertising and Sales Promotion16. Pricing Objectives and Policies17. Price Setting in the Business World18. Developing Innovative Marketing Plans: Appraisal and ChallengesAppendixesA. Economics FundamentalsB. Marketing ArithmeticC. Career Planning in Marketing