Marketing: Concepts and applications (McGraw-Hill series in marketing)

21 chapters. Headings include: The Controllable and Uncontrollable Variables of Marketing; Management of Marketing Information; Marketing Research; Looking at the Market; Social Influences on Exchange Behavior; Individual Influences on Exchange Behavior; New Product Development; Determining and Managing the Marketing Channels; Personal Selling and Sales Promotion; Planning your Career in Marketing, and much more.