Marketing today; a basic approach / David J. Schwartz.

PART ONE: AN OVERVIEW
1. The marketing functions
2.The marketing environment
3. The marketing process


PART TWO: THE CONSUMER
4. The ultimate consumer market
5. Demographic characteristics of ultimate consumers
6. Purchasing power and the ultimate consumer
7. Ultimate-Consumer motivation, part I.
8. Ultimate-Consumer motivation, part II.
9. Industrial users

PART THREE. DISTRIBUTION
10. Introduction to retailing
11. Retailing practices
12. Wholesaling and wholesale institutions
13. Channel management

PART FOUR THE WORK OF MARKETING : RESEARCH , PRODUCT DECISIONS AND PHYSICAL DISTRIBUTION
14. Marketing research and information systems
15. Product planning
16. Packaging and branding
17. Physical distribution and inventory management

PART FIVE THE WORK OF MARKETING: COMMUNICATIONS
18. Communication through personal selling
19. Communication through advertising
20. Communication through sales promotion and public relations

PART SIX. THE WORK OF MARKETING: PRICING
21. Fundamental pricing considerations
22. Pricing methods
23. Pricing in practice

PART SEVEN. SPECIAL SITUATIONS
24. The marketing of services
25. The government market
26. International marketing

PART EIGHT. SOCIAL AND POLITICAL ISSUES
27. The social responsibility of marketing
28. Legislative considerations in marketing

PART NINE. PRODUSCTIVITY
29. The measurement and improvement of marketing productivity