Part 1: Modern Marketing
1. The field of marketing
2. The marketing environment
3. Gathering marketing information
Part 2: Understanding Markets
4. Market segmentation, targeting and positioning
5. Understanding the consumer market
6. Understanding the business market
Appendix A: International Markets
Part 3: The Marketing Mix
7. Product planning and development
8. Product management strategies
9. Service marketing strategies
10. Pricing strategies
11. Distribution strategies
Appendix B: Retailing and wholesaling
12. The promotional plan
Appendix C: Marketing planning models
Appendix D: Measuring marketing programs
