- Marketing's Value to Consumers, Firms, and Society
- Marketing Strategy Planning
- Evaluating Opportunities in the Changing Market Environment
- Focusing Marketing Strategy with Segmentation and Positioning
- Final Consumers and Their Buying Behavior
- Business and Organizational Customers and Their Buying Behavior
- Improving Decisions with Marketing Information
- Elements of Product Planning for Goods and Services
- Product Management and New-Product Development
- Place and Development of Channel Systems
- Distribution Customer Service and Logistics
- Retailers, Wholesalers, and Their Strategy Planning
- Promotion-Introduction to Integrated Marketing Communications
- Personal Selling and Customer Service
- Advertising and Sales Promotion
- Publicity: Promotion Using Earned Media, Owned Media, and Social Media
- Pricing Objectives and Policies
- Price Setting in the Business World
- Ethical Marketing in a Consumer-Oriented World