Includes index.

Contents: Marketing today -- Managing the marketing effort -- The Marketing system -- The Case of food marketing -- Offerings and organizations -- Marketing research -- Buyers, consumers and influences -- Marketing analysis -- Marketing information systems and technologies -- Intermediary markets and marketing -- Industrial markets -- The Marketing of services -- Export marketing and overseas trade -- International marketing -- Managing the marketing mix -- Product policy and innovation -- Test marketing -- Price -- Channel management -- Physical distribution management and logistics -- Advertising and sales promotion -- Sales and sales force management -- Marketing communications -- Strategic marketing -- Market planning -- Marketing: the social, ethical and evironmental dimensions.