",PART I: MARKETING : CONCEPTS, ISSUES &, ENVIRONMENT
Chapter 1 : Marketing: Basic Concepts
Chapter 2 : Marketing : Basic Issues
Chapter 3 : The Marketing Environment

PART II : STUDYING &, ANALYZING BUYER BEHAVIo r
Chapter 4 : Studying a nd Analyzing Consumer Behavio r
Chapter 5 : Studying a nd Analyzing o r ganizations' Buying Behavio r

PART III : MARKETING RESEARCH &, MARKET SEGMENTATION
Chapter 6 : Marketing Research
hapter 7 : Market Segmentation

PART IV : THE MARKETING MIX
Chapter 8 : The Product : Basic Concepts
Chapter 9 : Product : Development a nd Management
Chapter 10 : Product : Service, o r ganization a nd Idea
Chapter 11 : Price
Chapter 12 : Promotion : An Overview
Chapter 13 : Promotion : Advertising a nd Personal Selling
Chapter 14 : Place (Distribution)

PART V : MARKETING MANAGEMENT
Chapter 15 : Marketing Planning
Chapter 16 : o r ganizing Marketing
Chapter 17 : Controlling Marketing Activities

PART VI : ADDITIONAL TOPICS
Chapter 18 : International Marketing
Chapter 19 : Contempo r ary Trends in Marketing