Principles of marketing / Philip Kotler, Gary Armstrong.

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Part I. Understanding marketing and the marketing process \\ 1. Marketing in a changing world: creating customer value and satisfaction \\ 2. Strategic planning and the marketing process \\ 3. The marketing environment \\Part II. Analyzing marketing opportunities \\ 4. Marketing research and information systems \\ 5. Consumer markets and consumer buyer behavior \\ 6. Business markets and business buyer behavior \\ Part III. Selecting target markets \\ 7. Measuring and forecasting demand \\ 8. Market segmentation, targeting, and positioning for competitive advantage \\ Part IV. Developing the marketing mix \\ 9. Designing products: products, brands, packaging, and services \\ 10. Designing products: new\product development and product life\cycle strategies \\ 11. Princing products: pricing considerations and approaches\\ 12. Pricing products: pricing strategies \\ 13. Placing products: distribution channels and logistics management \\ 14. Placing products: retailing and wholesaling \\ 15. Promoting products: marketing communication strategy \\ 16. Promoting products: advertising, sales promotion, and public relations \\ 17. Promoting products: personal selling and sales management \\ Part V. Managing the marketing effort \\ 18. Building customer relationships through satisfaction, value, and quality \\ 19. Creating competitive advantage: competitor analysis and competitive marketing strategies \\ Part VI. Extending marketing \\ 20. The global marketplace \\ 21. Marketing services, organizations, persons, places and ideas \\ 22. Marketing and society: social responsability and marketing ethics.