Introducing Marketing

Part I: Business Marketing

1. Making Marketing Happen

2. The Marketing Plan

Part II: Analyzing Marketing Opportunities

3. Knowing Consumers

4. Segmenting and Targeting Markets

5. Marketing Research

Part III: Product and Distribution

6. Developing and Managing Products

7. Marketing Channel Management

8. Retailing

9. Pricing

Part IV: Advertising and Promotion

10. Marketing Communications and Personal Selling

11. Advertising

12. Publicity, Public Relations, and Sales Promotions

13. Internet Marketing