Brief contents: marketing's value to consumers, firms, and society; marketing strategy planning; evaluating opportunities in the changing marketing environment; focusing marketing strategy with segmentation nad positioning; demographic dimensions of global consumer; markets; final consumer and their buying behavior; business and organizational customers and their buying behavior; improving decisions with marketing information; elements of product planning for goods and services; product management and new-product management; place and development of chanel systems; distribution customer services and logistics; retailers, wholesalers, and their strategy planning; promotion-introduction to integrated marketing communications; personal selling and customer service; advertising and sales promotion; pricing objectives and policies; price setting in the business world; implementing and controlling marketing plans: evolution and revolution; managing marketing's link with other functional areas; ethical marketing in a consumer-oriented world: appraisal and challenges.