| Preface
and Guided Tour |
| Section
1. Fundamentals of modern marketing thought |
| 1. |
Marketing
in the modern firm (sample
chapter available) |
| 2. |
Marketing
planning: an overview of marketing |
| 3. |
Understanding
consumer behaviour |
| 4. |
Understanding
organisational behaviour |
| 5. |
The
marketing environment |
| 6. |
Marketing
research and information systems |
| 7. |
Market
segmentation and positioning |
Section 2. Marketing mix decision |
| 8. |
Managing
products |
| 9. |
Developing
new products |
| 10. |
Pricing
strategy |
| 11. |
Advertising |
| 12. |
Personal
selling and sales management |
| 13. |
Direct
marketing |
| 14. |
The
Internet & On-line marketing |
| 15. |
Other
promotional mix methods |
| 16. |
Distribution |
|
3. Competition and marketing
|
| 17. |
Analysing
competitors and creating a competitive advantage |
| 18. |
Competitive
marketing strategy |
|
4. Marketing implementation and application
|
| 19. |
Managing
marketing implementation, organisation and control |
| 20. |
Marketing
services |
| 21. |
International
marketing |
