The Five Smartest things to Know about Marketing.

Part I Marketing and the Business.

1. The Past and Present of Marketing.

2. Marketing and Strategy.

3. Defining Marketing and Creating the Marketing Plan.

Part II The Fundamentals.

4. The Basics of Marketing.

5. Advertising, Selling and Fulfillment.

Part III The Defining Markets.

6. Industrial Marketing.

7. Consumer Marketing.

Part IV Trends that are Shaping Marketing.

8. Marketing and the 'Monster'.

9. The Globalization of Marketing.

10. Marketing Relationships.

11. The Future: Marketing in the New Economy.

Smart People to Have on Your Side.

Bibliography.

Index.