Includes index.

Contents: Introduction -- The Field of marketing -- The Dynamic marketing environment -- Strategic marketing planning -- Marketing research and information -- Consumer markets and buying behavior -- Business markets and buying behavior -- Market segmentation and target-market strategies -- Product planning and development -- Product-mix strategies -- Brands, packaging and other product features -- Price determination -- Pricing strategies -- Channels of distribution -- Retailing -- Wholesaling and physical distribution -- The Promotional program -- Personal selling and sale management -- Advertising, sales promotion and public relations -- Services marketing by for- profit and nonprofit organisations -- International marketing -- Marketing implementation and evaluation -- Marketing: appraisal and prospects.