Includes bibliographical references and indexes.

Contents: Making marketing decisions: The World of marketing -- Strategic planning: making choices in a dynamic environment -- Decision making in the new era of marketing: enriching the marketing environment -- Think globally and act locally: the international marketing environment -- Understanding and identifying markets: Marketing information and research: analyzing the environment -- Why people buy: consumer markets -- Why organizations buy: business-to- business markets -- Sharpening the focus: market segmentation -- Creating and managing a product: goods and services: Creating the product -- Managing the product -- Broadening the focus: the marketing of intangible products -- Assigning value to the product: Pricing the product -- Pricing methods -- Delivering the product: Channel management, physical distribution,and wholesaling -- Retailing and direct marketing -- Communicating about the product: Connecting wtih the consumer: strategy,marketing and marketing communications -- Advertising -- Sales promotion and public relations -- Personal selling and sales force management -- Appendix A: Careers in marketing -- Appendix B: A Sample marketing plan -- Appendix C: Marketing math.