The nature and scope of marketing. The field of marketing -- The dynamic marketing environment -- Global markets and marketing -- Identifying and selecting markets. Consumer markets and buying behavior -- Business markets and buying behavior -- Market segmentation, targeting and positioning -- Marketing research and market information -- Product. Product planning and development -- Product mix strategies -- Brands, packaging and other product features -- Services marketing -- Price. Price determination -- Pricing strategies -- Distribution. Channels of distribution --Retailing -- Wholesaling and physical distributing -- Promotion. Integrated marketing communication -- Personal selling and sales management -- Advertising, sales promotion, and public relations -- Managing the marketing effort. Strategic marketing planning -- Marketing implementation and evaluation -- Marketing and the information economy.