Summary |
This philosophy of marketing-and business-is reflected in the content of the book’s seven parts. Part One is the general introduction and features a chapter on the marketing concept, analyzing social, technological, and organizational changes that make the concept highly relevant to today’s business firm.
Part Two focuses on markets. A market segmentation chapter emphasizes the importance of this concept in analyzing both consumer and industrial markets.
Parts Three through Six are devoted to the four chief components of marketing strategy-products, distribution, promotion, and price. Part Four’s subject matter is the distribution structure and the determination of marketing channel and physical distribution objectives and policies. Part Five covers the promotional program, including the roles of personal selling and advertising. Part Six surveys pricing decisions, objectives, policies, strategies, and procedures.
Marketing planning and controlling are discussed in Part Seven.
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