Table of Contents

PART ONE
MARKETING TODAY
1. Contemporary Marketing
2. Marketing Environments

PART TWO
MARKETING PLANNING
3. Strategic Marketing Planning
4. Marketing Research

PART THREE
BUYING BEHAVIOUR AND MARKET SEGMENTATION
5. Consumer Buying Behaviour
6. Market Segmentation
7. Business-to-Business Marketing and Organizational Buying Behaviour

PART FOUR
PRODUCT
8. Product Strategy
9. Product Management

PART FIVE
PRICE
10. Price Strategy and Determination
11. Price Management

PART SIX
DISTRIBUTION
12. Distribution Channels and Physical Distribution
13. Wholesaling and Retailing

PART SEVEN
MARKETING COMMUNICATIONS
14. Integrated Marketing Communications: Advertising and Public Relations
15. Direct Response and Interactive Communications

PART EIGHT
MERGING DIRECTIONS IN MARKETING
16. Marketing Communications: Sales Promotion, Personal Selling, Event Marketing and Sponsorships
17. E-Marketing
18. Services and Not-for-Profit Marketing
19. Global Marketing

Appendix A: The Financial Implications of Marketing Practice
Case List
Glossary