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The Big Book of Marketing
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Table of Contents

Chapter 1. Marketing Introduction; Chapter 2. Marketing Planning; Chapter 3. Marketing Research; Chapter 4. Consumer Purchasing Behavior; Chapter 5. Organizational Purchasing Behavior; Chapter 6. Demand Promotion Management; Chapter 7. Selling and Sales Management; Chapter 8. Advertising; Chapter 9. Public Relations; Chapter 10. Promotional Marketing; Chapter 11. Direct Marketing; Chapter 12. Product Management; Chapter 13. Product Packaging; Chapter 14. Product Pricing; Chapter 15. Product Quality; Chapter 16. Supply Chain Management; Chapter 17. Wholesaling; Chapter 18. Warehousing; Chapter 19. Transportation; Chapter 20. Retailing; Chapter 21. Legal/Ethics/Social Responsibility; Chapter 22. Environment; Chapter 23. International Case Study; Chapter 24. Financing the Marketing Plan

About the Author

Anthony G. Bennett has worked as a marketing and sales executive at several Fortune 100 companies. He teaches marketing at Georgetown University.

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