Includes glossary

Includes bibliographical references (p. 763-781) and indexes.

Marketing for consumers, firms, and society -- Strategic planning -- Segmenting and positioning market strategy -- Evaluating market opportunities -- Demographics, consumers, and markets -- Consumer behaviour -- Marketing to businesses and organizations -- Improving decisions with marketing information -- Product planning for goods and services -- Product management and new-product development -- Place - distribution management -- Retailing and wholesaling -- Promotion - integrated marketing communications -- Personal selling -- Advertising, publicity, and sales promotion -- Pricing objectives and policies -- Price setting in the business world -- Marketing plans and controls.