TITLE : BASIC MARKETING: A GLOBAL-MANAGERIAL APPROACH. 14TH ED.

 
1. Marketing's Role in the Global Economy
 
2. Marketing's Role within the Firm or Nonprofit Organization
 
3. Focusing Marketing Strategy with Segmentation and Positioning
 
4. Evaluating Opportunities in the Changing Marketing Environment
 
5. Demographic Dimensions of Global Consumer Markets
 
6. Behavioral Dimensions of the Consumer Market
 
7. Business and Organizational Customer and Their Buying Behavior
 
8. Improving Decisions with Marketing Information
 
9. Elements of Product Planning for Goods and Services
 
10. Product Management and New- Product Development
 
11. Place and development of Channel Systems
 
12. Distribution Customer Service and Logistics
 
13. Retailers, Wholesalers, and Their Strategy Planning
 
14. Promotion- Introduction to Integrated Marketing Communications
 
15. Personal Selling
 
16. Advertising and Sales Promotion
 
17. Pricing Objectives and Policies
 
18. Price Setting in the Business World
 
19. Implementing and Controlling Marketing Plans: Evolution and 	
	Revolution
 
20. Managing Marketing's Link with Other Functional Areas
 
21. Developing Innovative Marketing Plans
 
22. Ethical Marketing in Consumer-Oriented Societies: Appraisal and
	Challenges
 
Appendices:
A. Economics Fundamentals
B. Marketing Arithmetic
C. Career Planning in Marketing