Introduction to Marketing: Theory and Practice

Adrian J Palmer

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Management and Marketing Education

Abstract

MARKETING: THE FUNDAMENTALS 1. What is Marketing? 2. The Marketing Environment UNDERSTANDING CUSTOMERS 3. Buyer Behaviour and Relationship Development 4. Marketing Research 5. Segmentation and Positioning DEVELOPING THE MARKETING MIX 6. Competitor Analysis and the Development of a Brand 7. Developing the Product 8. Pricing 9. Distribution 10. Introduction to Promotion Planning 11. Developing the Promotion Mix BRINGING IT TOGETHER 12. Managing the Marketing Effort 13. The Marketing of Services 14. Global Marketing

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