Kotler, P., & Armstrong, G. (1994). Principles of marketing (6th ed.). Englewood Cliffs, NJ: Prentice Hall.

Part I: Understanding marketing and the marketing process -- Marketing in a changing world: satisfying human needs -- Strategic planning and the marketing process -- The marketing environment -- Part II: Analyzing marketing opportunities -- Marketing research and information systems -- Consumer markets: influences on consumer behavior -- Consumer markets: buyer decision processes -- Business markets and business buyer behavior -- Part III: Selecting target markets -- Measuring and forecasting demand -- Market segmentation, targeting, and positioning for competitive advantage -- Part IV: Developing the marketing mix -- Designing products: products, brands, packaging, and services -- Designing products: new-product development and product life-cycle strategies -- Pricing products: pricing considerations and approaches -- Pricing products: pricing strategies -- Placing products: distribution channels and physical distribution -- Placing products: retailing and wholesaling -- Promoting products: communication and promotion strategy -- Promoting products: advertising, sales promotion, and public relations -- Promoting products: personal selling and sales management -- Part V: Managing the marketing effort -- Building customer satisfaction through quality, value, and service -- Creating competitive advantage: competitor analysis and competitive marketing strategies -- Part VI: Extending marketing -- The global marketplace -- Marketing services, organizations, persons, places, and ideas -- Marketing and society: social responsibility and marketing ethics