On the road of marketing, there are many choices to be made.Instructors can register for online access to the teaching resources that support this text. Visit the Marketing: an introduction, 7/e, catalog page at www.prenhall.com/marketing.

Part I. Defining Marketing and the Marketing process
1. Marketing: managing profitable customer relationships
2. Company and marketing strategy: partnering to build customer relationships
Part II. Understanding the marketplace and consumers
3. The Marketing environment
4. Managing marketing information
5. Consumer and business buyer behavior
Part III. Designing a customer-driven marketing strategy and marketing mix
6. Segmentation, targeting and positioning: building the right relationships with the right customers
7. Product, services and branding strategy
8. New-product development and product life-cycle strategies
9. Pricing considerations and strategies
10. Marketing channels and supply chain management
11. Retailing and wholesaling
12. Integrated marketing communication: advertising, sales promotion and public relations
13. Integrated marketing communication: personal selling and direct marketing
Part IV. Extending marketing
14. Marketing in the digital age
15. The global marketplace
16. Marketing and society: social responsibility and marketing ethics
Appendixes
Glossary
Notes
Credits
Indexes