Select chapter: 1: Welcome to the World of Marketing 2: Strategic Planning: Making Choices in a Dynamic Environment 3: Decision Making in the New Era of Marketing: Enriching the Marketing Environment 4: Think Globally and Act Locally: Marketing in a Multinational Environment 5: Marketing Information and Research: Analyzing the Business Environment 6: Why People Buy: Consumer Behavior 7: Why Organizations Buy: Business-to-Business Markets 8: Sharpening the Focus: Target Marketing Strategies 9: Creating the Product 10: Managing the Product 11: Broadening the Product Focus: Marketing Intangibles and Services 12: Pricing the Product 13: Pricing Methods 14: Channel Management, Wholesaling, and Physical Distribution--Delivering the Product 15: Retailing and Electronic Commerce 16: The Promotion Superhighway 17: Advertising 18: Sales Promotion, Public Relations, and Personal Selling