Includes bibliographical references and indexes.

Contents: 1. Strategic marketing and its environment: Customer-driven strategic marketing -- Planning marketing strategies -- The marketing environment, social responsibility and ethics -- 2. Marketing research and target markets: Marketing research and information systems -- Target markets; segmentation and evaluation -- 3. Customer behavior: Consumer buying behavior -- Business markets and buying behavior -- Global markets and international marketing -- 4. Product decisions: Product, branding and packaging concepts -- Developing and managing goods and services -- 5. Pricing decisions: Pricing fundamentals -- Pricing management -- 6. Distribution decisions: Marketing channels and supply-chain management -- Retailing, direct marketing and wholesaling -- 7. Promotion decisions: Integrated marketing communications -- Advertising and public relations -- Personal selling and sales promotion --