Marketing Principles and Practice

Abstract

*What is Marketing? *Products, Services and Benefits *The Marketing Environment *The Competitive Environment *Buyer Behaviour *Organisational Buyer Behaviour *Customers, Market Segmentation and Targeting *Marketing Information *The Market Offering *Product xxx The Fundamental Marketing Concept *Intangible Products and Building Relationships that Last *Making Products Available *Price, Quality and Value *Marketing Communications and Media *Promotional Planning *Advertising and Direct Marketing *Publicity, Sales Promotion and Sponsorship *Selling *Marketing Planning and Product Policy *Product Analysis and New Product Development *Research for Marketing *Organising for Marketing *Consumerism, Ethics and Social Responsibility *International Marketing *Marketing in Action

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