1 Marketing's Value to Consumers， Firms， and Society
2 Evaluating Opportunities in the Changing Market Environment
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 Pricing Objectives and Policies
10 Ethical Marketing in a Consumer-Oriented World： Appraisal and Challenges
Cases
