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The sixth edition of Schoell/Guiltinan will vastly improve student's comprehension of the subject by grabbing their attention, involving them, and generating excitement. The all new design, which places emphasis on visual learning, was based on research of student's learning and study habits as well as extensive class testing. Key concept graphics, current ads that capture student interest and student-oriented in-text examples all aid in visualizing and understanding concepts.

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CONTENTS
TO THE STUDENT = xxiii
SECTION Ⅰ MARKETING : ITS ENVIRONMENT AND MANAGEMENT = 1
 CHAPTER 1 WHAT IS MARKETING? = 2
  What Is Marketing? = 4
  The Evolution of the Marketing Concept = 5
  Creating Exchanges = 7
  Performing Marketing Functions = 9
  Who Are Marketers? = 11
  What Do Marketers Market? = 12
  To Whom Do Marketers Market? = 13
  The Marketing Concept = 13
  Implementing the Marketing Concept = 15
  Developing a Marketing Strategy = 17
  Marketing's Social Responsibily = 20
  Quality, Customer Service, and Customer Satisfaction = 22
  Cultural Diversity = 25
  Global Marketing = 28
  Key Terms = 30
  Summary of Learning Objectives = 30
  Review Questions = 31
  Discussion Questions = 31
  Application Exercise = 31
  Case 1.1 Burger King's Membership Privileges = 32
  Case 1.2 Are Regular Record Stores Becoming Dinosaurs? = 33
 CHAPTER 2 THE GLOBAL ENVIRONMENT OF MARKETING = 34
  The Economic Environment = 38
  The Competitive Environment = 41
  The Technological Environment = 46
  The Sociocultural and Ethical Environment = 50
  The Political-Legal Environment = 57
  Environmental Monitoring = 62
  Key Terms = 66
  Summary of Learning Objectives = 66
  Review Questions = 67
  Discussion Questions = 67
  Application Exercise = 67
  Case 2.1 Fattier Fast Foods = 68
  Case 2.2 The Body Shop = 69
 CHAPTER 3 MARKETING MANAGEMENT AND THE PLANNING PROCESS = 70
  What Is Marketing Management? = 72
  Strategic Planning = 72
  Selecting an Organizational Strategy = 80
  Marketing Planning = 82
  Marketing Implementation = 88
  Control = 89
  Key Terms = 91
  Summary of Learning Objectives = 91
  Revies Questions = 92
  Discussion Questions = 92
  Application Exercise = 93
  Case 3.1 Baxter International : Strategic Planning in a Turbulent Industry = 94
  Case 3.2 Club Med : Seeking Antidotes for Slow Growth = 95
 Comprehensive Case 1 The Walt Disney Company : It's a Matter of Characters = 96
SECTION Ⅱ TARGET MARKETS : UNDERSTANDING AND SELECTING = 99
 CHAPTER 4 MARKETING RESEARCH = 100
  Information Management = 102
  The Marketing Information System = 104
  Marketing Research = 106
  The Marketing Research Process = 107
  Marketing Research across Cultures = 123
  Key Terms = 126
  Summary of Learning Objectives = 126
  Review Questions = 127
  Discussion Questions = 127
  Application Exercise = 127
  Case 4.1 7-Eleven Japan Porfits from Information Management = 128
  Case 4.2 Measuring Customer Satisfaction = 129
 CHAPTER 5 THE CONSUMER MARKET AND BUYING BEHAVIOR = 130
  The Framework for Consumer Decisions = 132
  Complex Decisions = 134
  Programmed Decisions = 137
  Consumer Satisfaction/Dissatisfaction (CS/D) = 140
  Post-Purchase Dissonance = 140
  Personal Influences on Consumer Behavior = 141
  Sociocultural Influences on Consumer Behavior = 152
  Key Terms = 160
  Summary of Learning Objectives = 160
  Review Questions = 161
  Discussion Questions = 161
  Application Exercise = 161
  Case 5.1 Dietary Schizophrenics = 162
  Case 5.2 Good-bye to Movies with Gratuitous Sex, Violence, and Foul Language? = 163
 CHAPTER 6 ORGANIZATIONAL MARKETS AND BUYING BEHAVIOR = 164
  Organizational Markets = 166
  The Procurement Function = 175
  Reseller Procurement = 187
  Government Procurement = 187
  Procurement Ethics = 188
  Organizational Marketing's Global Dimension = 189
  Key Terms = 190
  Summary of Learning Objectives = 190
  Review Questions = 191
  Discussion Questions = 191
  Application Exercise = 191
  Case 6.1 GM's Strategy for Its Automotive Components Group = 192
  Case 6.2 Changing Roles for Secretaries = 193
 CHAPTER 7 MARKET SEGMENTATION = 194
  Market Matching Strategies = 196
  Segmenting the Consumer Market = 203
  Segmenting Organizational Markets = 218
  Segmentation Strategy and International Marketing = 220
  Key Terms = 222
  Summary of Learning Objectives = 222
  Review Questions = 223
  Dicussion Questions = 223
  Application Exercise = 223
  Case 7.1 Pavion Targets the Ethnic Market for Cosmetics = 224
  Case 7.2 Market Segmentation in the Gay Nineties = 225
 CHAPTER 8 TARGETED MARKETING = 226
  Deveolping a Targeted Marketing Strategy = 228
  Sales Forecasting = 238
  Multiculturalism and Targeted Marketing = 245
  Global Targeted Marketing = 246
  Key Terms = 248
  Summary of Learning Objectives = 248
  Review Questions = 248
  Discussion Questions = 249
  Application Exercise = 249
  Case 8.1 The Florida Marlines : "Team of the Americas" = 250
  Case 8.2 Harrah's Targets Its Best Casino Customers = 251
 Comprehensive Case 2 Targeting Generation X = 252
SECTION Ⅲ THE PRODUCT = 257
 CHAPTER 9 THE PRODUCT OFFERING = 258
  What Is a Product? = 260
  Classifying Goods and Services = 260
  Product Mix and Product Line = 265
  Designing Product Characteristics = 266
  Brands = 267
  Packaging = 273
  Labeling = 276
  Key Terms = 278
  Summary of Learning Objectives = 278
  Review Questions = 279
  Discussion Questions = 279
  Application Exercise = 279
  Case 9.1 Lasting Impressions : Montblanc = 280
  Case 9.2 They "Wanna Be Like" Gatorade = 281
 CHAPTER 10 PRODUCT DEVELOPMENT AND MANAGEMENT = 282
  Product Management Tasks and Decisions = 284
  What Is a New Product? = 286
  The New-Procuct Development Process = 287
  The Adoption and Diffusion Processes = 295
  The Product Life Cycle = 298
  Fashion Cycles = 302
  Key Terms = 304
  Summary of Learning Objectives = 304
  Review Questions = 305
  Discussion Questions = 305
  Application Exercise = 305
  Case 10.1 Ford's First World Car = 306
  Case 10.2 3M's New-Product Faucer Keeps Flowing = 307
 CHAPTER 11 SERVICES AND NONPROFIT MARKETING = 308
  Growth in Services and Service Marketing = 310
  Special Characteristics of Services = 311
  Strategies for Marketing Services = 312
  Globalizing Service Marketing Strategies = 319
  Marketing in Nonprofit Organizations = 320
  Key Terms = 326
  Summary of Learning Objectives = 326
  Review Questions = 327
  Discussions Questions = 327
  Application Exercise = 327
  Case 11.1 The Gold in Sweat = 328
  Case 11.2 United Parcel Service : How Much Hi-Tech? = 329
 Comprehensive Case 3 Mustang Love = 330
SECTION Ⅳ DISTRIBUTION = 335
 CHAPTER 12 MARKETING CHANNELS = 336
  What Are Marketing Channels and Why Are They Necessary? = 337
  Channel Structure = 342
  Influences on Channel Development = 345
  Channel Planning = 348
  Channel Integration and Expansion = 353
  Channel Cooperation, Conflict, and Competition = 354
  Vertical Marketing Systems = 357
  Horizontal Marketing Systems = 359
  Global Aspects of Marketing Channels = 360
  Key Terms = 362
  Summary of Learning Objectives = 362
  Review Questions = 363
  Discussion Questions = 363
  Application Exercise = 363
  Case 12.1 Has David (Ben & Jerry's) Turned into Goliath (H$$\ddot a$$agen-Dazs)? = 364
  Case 12.2 Coors Looks to Local Distributors for Help = 365
 CHAPTER 13 WHOLESALING AND LOGISTICS = 366
  What Is Wholesaling? = 367
  Types of Wholesaling Intermediaries = 369
  Major Wholesaling Decisions and Trends = 375
  What Is Logistics? = 379
  The Logistics System = 382
  Measuring Logistics Performance = 393
  Globla Wholesaling and Logistics = 394
  Key Terms = 396
  Summary of Learning Objectives = 396
  Review Questions = 397
  Discussion Questions = 397
  Application Exercise = 397
  Case 13.1 Smart & Final : Wholesaler or Retailer? = 398
  Case 13.2 End of the Road for Super Food Services? = 399
 CHAPTER 14 RETAILING = 400
  What Is Retailing? = 402
  In-Store versus Nonstore Retailing = 406
  Frnachising = 412
  Major Types of Retailing Decisions = 414
  Major Trends in Retailing = 421
  The Wheel of Retailing = 425
  Global Retailing = 427
  Key Terms = 428
  Summary of Leraning Objectives = 428
  Review Questions = 429
  Discussion Questions = 429
  Application Exercise = 429
  Case 14.1 Secondhand Chic at Value Village and Savers = 430
  Case 14.2 Just-in-Time Retailing = 431
 Comprehensive Case 4 Sears : The Store That Would Not Die = 432
SECTION Ⅴ PROMOTION = 437
 CHAPTER 15 THE PROMOTION EFFORT = 438
  The Communication Process = 441
  Communicating across Cultures = 446
  The Promotion Mix Elements = 447
  Factors Influencing the Promotion Mix = 451
  Objectives of Promotion Activities = 458
  Promotion Management = 460
  Criticisms of Promotion = 463
  Key Terms = 467
  Summary of Learning Objectives = 467
  Review Questions = 468
  Discussion Questions = 468
  Application Exercise = 469
  Case 15.1 A Dose of Bad Publicity for Food Lion = 470
  Case 15.2 Event Marketing at Colleges = 471
 CHAPTER 16 ADVERTISING = 472
  The Importance of Advetising = 474
  Advertising Management = 477
  Organizing Advertising Activities = 496
  Global Advertising = 498
  Key Terms = 500
  Summary of Learning Objectives = 500
  Review Questions = 500
  Discussion Questions = 501
  Application Exercise = 501
  Case 16.1 Hey, Baby, Can I Buy You a Drink? = 502
  Case 16.2 A Royal Comeback Attempt = 503
 CHAPTER 17 DIRECT MARKETING, SALES PROMOTION, AND PUBLIC RELATIONS = 504
  What Is Direct Marketing? = 506
  Direct Response Media = 510
  Marketing Databases = 514
  Direct Marketing Management = 516
  The Future of Direct Marketing = 520
  Globalization and Direct Marketing = 520
  Sales Promotion = 521
  Public Relations = 526
  Key Terms = 530
  Summary of Learning Objectives = 530
  Review Questions = 531
  Discussion Questions = 531
  Application Exercise = 531
  Case 17.1 Book-of-the-Month Club Updates Its Direct Marketing = 532
  Case 17.2 Electronic Couponing with Catalina Marketing = 533
 CHAPTER 18 PERSONAL SELLING = 534
  Objectives of Personal Selling = 536
  Personal Selling Tasks = 539
  The Personal Selling Process = 540
  Sales Force Management = 547
  Personal Selling's Global Dimension = 556
  Professional Selling = 556
  Types of Selling Jobs = 559
  Key Terms = 561
  Summary of Learning Objectives = 561
  Review Questions = 561
  Discussion Questions = 562
  Application Exercise = 562
  Case 18.1 G&F Industries Puts a Salesperson out on Loan = 563
  Case 18.2 Does IBM Need More Fighter Pilots in the Sales Force? = 564
 Comprehensive Case 5 Shaq Attaq = 565
SECTION Ⅵ PRICE = 571
 CHAPTER 19 PRICING PROCEDURES = 572
  The Scope and Meaning of Price = 573
  Pricing Objectives = 574
  Price and Demand Analysis = 579
  Cost-Volume-Profit Relationships = 583
  Selecting the List Price = 586
  New-Product Pricing = 589
  Pricing by Intermediaries = 591
  Key Terms = 596
  Summary of Learning Objectives = 596
  Review Questions = 597
  Discussion Questions = 597
  Application Exercise = 597
  Case 19.1 Quaker State Corporation = 598
  Case 19.2 Airline Pricing : Not by Miles Alone = 599
 CHAPTER 20 PRICE ADMINISTRATION = 600
  Discounts and Allowances = 601
  Geographic Pricing Policies = 607
  Price Promotions = 610
  Product Line Pricing Strategies = 611
  Customizes Pricing = 614
  Negotiable Issues in Export Pricing = 616
  Professional Pricing = 617
  Pricing in Nonbusiness Organizations = 617
  Key Terms = 619
  Summary of Learning Objectives = 619
  Review Questions = 620
  Discussion Questions = 620
  Application Exercise = 621
  Case 20.1 Product Line Pricing at Philip Morris = 622
  Case 20.2 Upstart On-Line = 623
 Comprehensive Case 6 The Shifting Sands of Auto Prices = 624
SECTION Ⅶ MARKETING : IMPLEMENTING, CONTROLLING, AND EXTENDING = 629
 CHAPTER 21 MARKETING IMPLEMENTATION AND CONTROL = 630
  Implementation of Strategies = 634
  The Control Process = 637
  Key Terms = 652
  Summary of Learning Objectives = 652
  Review Questions = 652
  Discussion Questions = 653
  Application Exercise = 653
  Case 21.1 Home Depot : On the Move = 654
  Case 21.2 Maytag : Expertations of Dependability = 655
 CHAPTER 22 INTERNATIONAL MARKETING = 656
  Intermational Trade, Marketing, and Companies = 658
  Government and Internatinal Marketing = 661
  Regional Trading Blocs = 666
  The Firm's Approach to Internatinal Market Opportunity = 668
  International Marketing Decisions = 675
  Key Terms = 685
  Summary of Learning Objectives = 675
  Review Questions = 686
  Discussion Questions = 686
  Application Exercise = 686
  Case 22.1 Electrolux-Cooling the Globalization Strategy? = 687
  Case 22.2 Domino's Pizza with a Difference = 688
 Comprehensive Case 7 Ikea Furnishes the World = 689
APPENDIXS = 693
 Appendix A Financial Analysis and Marketing Management = 694
 Appendix B Careers in Marketing = 698
GLOSSARY = 707
NOTES AND CREDITS = 721
INDEXES = 737