Includes bibliographical references and indexes.

Contents: 1. Marketing and its environment: An overview of strategic marketing -- Strategic planning -- The marketing environment -- Social responsibility and ethics in marketing -- 2. Buyer behavior and target market selection: Marketing research and information systems -- Target markets: segmentation and evaluation -- Consumer buying behavior -- Organizational markets and buying behavior -- 3. Product decisions: Product concepts -- developing and managing products -- Branding and packaging -- service -- 4. Distribution decisions: Marketing channels and supply chain management -- Wholesaling and physical distribution -- Retailing -- 5. Promotion decisions: Integrated marketing communications -- Advertising and public relations -- Personal selling and sales promotion -- 6. Pricing decisions: Pricing concepts -- setting prices -- 7. Implementation and electronic marketing: Marketing implementation and control -- Marketing on the internet -- E - marketing --