This book deals with the primary ideas, strategies, and tactics of marketing in an in-depth manner. It contains ten chapters that delve into marketing as an integrated process interfacing with the other business functions.
Chapter One: Introducing Marketing.
Chapter Two: Understanding and Approaching the Market.
Chapter Three: Marketing Research: An Aid to Decision Making.
Chapter Four: Understanding Buyer Behavior.
Chapter Five: External Considerations in Marketing.
Chapter Six: Marketing in Global Markets.
Chapter Seven: Introducing and Managing the Product.
Chapter Eight: Communicating to Mass Markets.
Chapter Nine: Pricing the Product.
Chapter Ten: Channel Concepts: Distributing the Product.