Includes indexes.

Contents: An Introduction to marketing : An Overview of marketing -- The Envrionment of marketing -- Developing, integrating, and analyzing the marketing plan -- Information for marketing decisions -- Broadening the scope of marketing : Societal, ethical, and consumer issues -- International marketing -- Consumer analysis:understanding and responding to diversity in the marketplace : Final consumers -- Organizational consumers -- Developing a target market strategy -- Product planning : Basic concepts in product planning -- Goods versus services marketing -- Conceiving, developing and managing products -- Distribution planning : Considerations in distribution planning and physical distribution -- Wholesaling and retailing -- Pormotion planning : The Context of promotion planning -- Advertising and public relations -- Personal selling and sales promotions -- Price planning : Considerations in price planning -- Developing and applying a pricing strategy -- Appendixies : A : Careers in marketing -- B : Marketing mathematics -- C : Computer-based marketing exercises -- Glossary.