Includes bibliographical references in endnotes (p. 343-350) and index.

Part One: THE WORLD OF MARKETING. 1. Overview of Marketing. 2. Strategic Planning for Competitive Advantage. 3. Ethics and Social Responsibility. 4. The Marketing Environment. 5. Developing a Global Vision. Part Two: ANALYZING MARKET OPPORTUNITIES. 6. Consumer Decision Making. 7. Business Marketing. 8. Segmenting and Targeting Markets. 9. Decision Support Systems and Marketing Research. Part Three: PRODUCT DECISIONS. 10. Product Concepts. 11. Developing and Managing Products. 12. Services and Nonprofit Organization Marketing. Part Four: PLACE (DISTRIBUTION) DECISIONS. 13. Marketing Channels. 14. Supply Chain Management. 15. Retailing. Part Five: PROMOTION DECISIONS. 16. Integrated Marketing Communication. 17. Advertising and Public Relations. 18. Sales Promotion and Personal Selling. Part Six: PRICING DECISIONS. 19. Pricing Concepts. 20. Setting the Right Price. Part Seven: TECHNOLOGY-DRIVEN MARKETING. 21. Customer Relationship Management.

Created through a 'student-tested, faculty-approved' review process with over 200 students and faculty, "MKTG 2010, Student Edition", is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners.