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
