Marketing

"PART I: MARKETING : CONCEPTS, ISSUES & ENVIRONMENT Chapter 1 : Marketing: Basic Concepts Chapter 2 : Marketing : Basic Issues Chapter 3 : The Marketing Environment PART II : STUDYING & ANALYZING BUYER BEHAVIOR Chapter 4 : Studying and Analyzing Consumer Behavior Chapter 5 : Studying and Analyzing Organizations' Buying Behavior PART III : MARKETING RESEARCH & MARKET SEGMENTATION Chapter 6 : Marketing Research hapter 7 : Market Segmentation PART IV : THE MARKETING MIX Chapter 8 : The Product : Basic Concepts Chapter 9 : Product : Development and Management Chapter 10 : Product : Service, Organization and Idea Chapter 11 : Price Chapter 12 : Promotion : An Overview Chapter 13 : Promotion : Advertising and Personal Selling Chapter 14 : Place (Distribution) PART V : MARKETING MANAGEMENT Chapter 15 : Marketing Planning Chapter 16 : Organizing Marketing Chapter 17 : Controlling Marketing Activities PART VI : ADDITIONAL TOPICS Chapter 18 : International Marketing Chapter 19 : Contemporary Trends in Marketing