This book is divided into five parts. Part I, Initiating the Marketing Process, looks first at what marketing is and how it creates customer value and customer relationships (Chapter I). Then Chapter 2 provides an overview of the strategic marketing process that occurs in an organization - which provides a framework for the text. Appendix A provides a sample marketing plan as a reference for students. Chapter 3 analyzes the five major environmental factors in our changing marketing environment, while Chapter 4 discusses the significance of ethics and social responsibility in marketing decisions.

Part II - Understanding Buyers and Markets, first describes, in Chapter 5, the nature and scope of world trade and the influence of cultural differences on global marketing practices. Next, Chapter 6 describes how individual consumers reach buying decisions. Finally, because of their important differences from individual consumers, industrial and organizational buyers and how they make purchase decisions are covered in Chapter 7.

In Part III, Targeting Marketing Opportunities, the growing importance of interactive marketing and electronic commerce is discussed in Chapter 8. This chapter emphasizes the key role of the Internet as a means of identifying, understanding, and communicating with target markets. The marketing research function is discussed in Chapter 9, and the process of segmentation and targeting markets and positioning products appears in Chapter 10.

Part IV, Satisfying Marketing Opportunities, covers the 4 Ps - the marketing mix elements. The product element is divided into the natural chronological sequence of first developing new products and services (Chapter 11) and then managing the existing products (Chapter 12) and services (Chapter 13). Pricing is covered in terms of underlying pricing analysis (Chapter 14) followed by actual price setting (Chapter 15), and Appendix B, Financial Aspects of Marketing. Three chapters address the place (distribution) aspects of marketing: Marketing Channels an Wholesaling (Chapter 16),  Supply Chain and Logistics Management (Chapter 17), and Retailing (Chapter 18). Retailing is a separate chapter because of its importance and interest as a career for many of today' students. Promotion is also covered in three chapters. Chapter 19 discusses integrated marketing communications and direct marketing, topics that have grown in importance in the marketing discipline recently. The primary forms of mass market communication - advertising, sales promotion, and public relations - are covered in Chapter 20. Personal selling and sales management is covered in Chapter 21.

Part V, Managing the Marketing Process, expands on Chapter 2 to describe specific techniques and issues related to blending the four marketing mix elements to plan, implement, and control marketing programs (Chapter 22).

The Book closes with several useful supplemental sections. Appendix C, Career Planning in Marketing, discusses marketing jobs and how to get them, and Appendix D, provides 22 Alternate Cases. In addition, a detailed glossary and three indexes (name, company/product, and subject) complete the book.

Book is in a very good condition. Serves as a very good guide for your marketing course. Book is designed in such a manner that its easy to read and the many colorful illustrations and pictures followed by good proven examples give the book the extra edge over other books. A must buy reference book for those who are pursuing a Degree or Masters in Marketing.

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