Chapter 1: Marketing's Value to Consumers, Firms, and Society 

Chapter 2: Marketing Strategy Planning 

Chapter 3: Evaluating Opportunities in the Changing Market Environment 

Chapter 4: Focusing Marketing Strategy with Segmentation and Positioning 

Chapter 5: Final Consumers and Their Buying Behavior 

Chapter 6: Business and Organizational Customers and Their Buying Behavior 

Chapter 7: Improving Decisions with Marketing Information 

Chapter 8: Elements of Product Planning for Goods and Services 

Chapter 9: Product Management and New-Product Development 

Chapter 10: Place and Development of Channel Systems 

Chapter 11: Distribution Customer Service and Logistics 

Chapter 12: Retailers, Wholesalers, and Their Strategy Planning 

Chapter 13: Promotion—Introduction to Integrated Marketing Communications 

Chapter 14: Personal Selling and Customer Service 

Chapter 15: Advertising and Sales Promotion 

Chapter 16: Publicity 

Chapter 17: Pricing Objectives and Policies 

Chapter 18: Price Setting in the Business World 

Chapter 19: Ethical Marketing in a Consumer-Oriented World