Includes bibliographical references and indexes.

Contents: Mini Projects -- Examining a new era organization -- The 4 Ps for different organizations -- Creating competitive advantages -- Using the BCG growth-market share matrix -- Consumer social responsibility -- Environmental scanning -- Standardize or individualize -- Global differences -- More than one way to solve a problem -- Secondary research for business and industry -- Understanding evaluative criteria in the decision process -- Maslow's hierarchy in ads -- buying big time -- Small versus large customers -- Designing marketing for different segments -- Recognizing target markets -- Is this product better? -- The layers of a product -- Building a better package -- Enter product quality -- Understanding the service industry -= Marketing people -- Price elasticity of demand -- Monetary and non-monetary prices -- Examining "Caveat Venditor" -- Market basket study -- Channels are not all created equal -- How many channel members -- Non-store retailing in the future -- Differences in retail prices -- Database marketing for a small business -- Product and package design -- Copy testing Ad ideas -- Examining advertising messages -- Understanding trade promotions -- Consumer sales promotion -- Making a sales presentation -- Learning about sales management