http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
1. An Overview Of marketing -- 2. Strategic Planning for Competitive Advantage -- 3. Social responsibility, ethics, and the marketing environment -- 4. Developing a global vision -- 5. Consumer decision making -- 6. Business marketing -- 7. Segmenting and targeting markets -- 8. Decision support systems and marketing research -- 9. Product concepts -- 10. Developing and managing products -- 11. Marketing channel and supply chain management -- 12. Retailing -- 13. Marketing communications and advertising -- 14. Public relations, sales promotion, and personal selling -- pricing concepts
Includes bibliographical references and index