This edition of the text is thoroughly revised, completely updated, and features in-text and boxed examples that highlight global issues, technology, ethics,and applied decision making, chapter-opening cases, and part-ending cases.

Índice: Part one: The nature and scope of marketing: Chap. 1 - The field of marketing; Chap. 2 - The dynamic marketing; Chap. 3 - Global markets and marketing. Part two: Identifying and selecting markets: Chap. 4 - Consumer markets and buying behavior; Chap. 5 - Business markets and buying behavior; Chap. 6 - Market segmentation, targeting, and positioning; Chap. 7 - Marketing research and market information. Part three: Product: Chap. 8 - Product planning and development; Chap. 9 - Product-mix strategies; Chap. 10 - Brands, packaging, and other product features; Chap. 11 - Services Marketing. Part four: Price: Chap. 12 - Price determination; Chap. 13 - Pricing strategies. Part five: Distribution : Chap. 14 - Channels of distribution; Chap. 15 - Retailing; Chap. 16 - Wholesaling and physical distribution. Part Six: Promotion: Chap. 17 - Integrated marketing communications; Chap. 18 - Personal selling and sales management; Chap. 19 - Advertising, sales promotion, and public relations. Part seven: Managing the Marketing effort: Chap. 20 - Strategic marketing planning; Chap. 21 - Marketing implementation and evaluation; Chap. 22- Marketing and the information economy.