1 Marketing's value to consumers, firms, and society 2 Marketing strategy planning 3 Evaluating opportunities in the changing market environment 4 Focusing marketing strategy with segmentation and positioning 5 Final consumers and their buying behavior 6 Business and organizational customers and their buying behavior 7 Improving decisions with marketing information 8 Elements of product planning for goods and services 9 Product management and new-product development 10 Place and development of channel systems 11 Distribution customer service and logistics 12 Retailers, wholesalers, and their strategy planning 13 Promotion: introduction to integrated marketing communications 14 Personal selling and customer service 15 Advertising and sales promotion 16 Publicity: promotion using earned media, owned media, and social media 17 Pricing objectives and policies 18 Price setting in the business world 19 Ethical marketing in a consumer-oriented world: appraisal and challenges Appendix A: Economics fundamentals Appendix B: Marketing arithmetic Appendix C: Career planning in marketing Appendix D: Hillside Veterinary Clinic Marketing Plan Bonus chapter 1: Implementing and controlling marketing plans: metrics and analysis (content available online) Bonus chapter 2: Managing marketing's link with other functional areas (content available online) Video cases Cases Glossary.