This book is about marketing strategy planning. And, at its essence, marketing stratery planning is about figuring out how to do a superior job of satisfying customers. We take that point of view seriously and believe in practicing what we preach. So you can turst that this new edition of Basic Marketing and all of the other teaching and learning meterials that ac company it will satisfy your needs. We're exctied about this 16th edition of Basic Marketing, and we hope that you will be as well.
1 Marketing's Value to Consumers, Firms, and Society
2 Marketing Strategy Planning
3 Focusing Marketing Strategy with Segmentation and Positioning
4 Evaluating Opportunities in the Changing Marketing Environment 5 Demographic Dimensions of Global Consumer Markets 6 Final Consumers and Their Buying Behavior
7 Business and Organizational Customers and Their Buying Behavior
8 Improving Decisions with Marketing Information
9 Elements of Product Planning for Goods and Services
10 Product Management and New-Product Development
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