1 Marketing’s Value to Consumers， Firms， and Society
2 Marketing Strategy Planning
3 Focusing Marketing Strategy with Segmentation and Positioning
4 Final Consumers and Their Buying Behavior
5 Business and Organizational Customers and Their Buying Behavior
6 Distribution Customer Service and Logistics
7 Retailers， Wholesalers， and Their Strategy Planning
8 Promotion—Introduction to Integrated Marketing Communications
9 Personal Selling and Customer Service
10 Advertising， Publicity， and Sales Promotion
11 Pricing Objectives and Policies
Cases
Answers
