PART 1: MARKETING FUNDAMENTALS; 1. Marketing Principles and Society; 2. The Marketing Environment; 3. Consumer Behaviour; 4. Marketing Research; PART 2: PRINCIPLES OF MARKETING MANAGEMENT; 5. Marketing Strategy and Implementatin and Control; 6. Market Segmentation and Positioning; 7. International Market Development; PART 3: THE MARKETING MIX PRINCIPLE; 8. Managing Products and Developing Brands; 9. Price Decisions; 10. An Introduction to Marketing Communications; 11. Marketing Communications: Tools, Media and Planning; 12. Retailing and Channel Management; PART 4: PRINCIPLES OF RELATIONAL MARKETING; 13. Services Marketing; 14. Business-to-Business Marketing; 15. Relationship Marketing; 16. Not-for-Profit Marketing; PART 5: CONTEMPORARY MARKETING PRACTICE; 17. Digital Marketing; 18. Post-modern Marketing; 19. Marketing, Sustainability and Ethics
Table of Contents
|
