Marketing : theory and application / Walter B. Wentz & Gerald I. Eyrich.

Contents;

Chapter 1: Introduction

Part I: Marketing and the firm
Chapter 2: Marketing's role in the firm
Chapter 3: Theory of the

Part II: Marketing decision values
Chapter 4: Cost and revenue
Chapter 5: Profit and other key values

Part III: Marketing resources management
Chapter 6: Resource allocation
Chapter 7: Resource control

Part IV: Consumer behavior
Chapter 8: Economic and behaviorial aspects of the consumer
Chapter 9: Psychological and sociological factors in purchasing phenomena
Chapter 10: Models of consumer behavior

Part V: Price decisions
Chapter 11: Demand, supply, and equilibrium
Chapter 12: Price and income
Chapter 13: Pricing strategies

Part VI: Product decisions
Chapter 14: Product innovations and protection
Chapter 15: Product mix, line, and marketing strategies
Chapter 16: New-product development and commercialization

Part VII: Distribution decisions
Chapter 17: Market dimensions, channels, and institutions - selection criteria
Chapter 18: Optimizing distribution resources

Part VIII: Promotion decisions
Chapter 19: Advertising
Chapter 20: Personal selling

Part IX: Marketing research
Chapter 21: Types of marketing research
Chapter 22: Historical research
Chapter 23: Survey research
Chapter 24: Experimentation
Chapter 25: Motivation research
Chapter 26: Prediction and forecasting

Part X: Law and marketing
Chapter 27: Restraint -of-trade laws
Chapter 28: Deceptive-practices, special, and state laws
Chapter 29: Enforcement agencies

Includes bibliographical references.