Unit 1 What is Marketing?Unit 2 Customer-Driven Marketing StrategyUnit 3 Position,Perception and ValueUnit 4 AIIocating Corporate ResourcesUnit 5 QuestionnaireUnit 6 Organizational Buying BehaviorUnit 7 Designing and Marketing New Products and ServicesUnit 8 PricingUnit 9 Place and Channel SystemsUnit 10 Promotion--Introduction to Integrated MarketingCommunicatioUnit 11 A Mea-End Theory of Brand EvolutionUnit 12 Avoid Mistakes in AdvertisingUnit 13 International MarketingAppendix I Reference Tralation of the Main TextsAppendix II Key to the ExercisesAppendi III TapescriptsAppendix IV Glossary