Principles and Practice of Marketing (Paperback)

Part One: Fundamentals of Modern Marketing Thought Chapter 1- Marketing and the Modern Organisation Chapter 2- Marketing planning- an overview of marketing Part Two: Marketing Analysis Chapter 3- Marketing Environment Chapter 4- Understanding Consumer Behaviour Chapter 5- Understanding Organizational Buyer Behaviour Chapter 6- Understanding marketing ethics and corporate social responsibility Chapter 7- Marketing Research and Information Systems Chapter 8- Market segmentation and positioning Part 3- Marketing Mix Decisions PRODUCT Chapter 9- Branding Chapter 10- Services Marketing Chapter 11- Product life cycle, portfolio planning and product growth strategies Chapter 12- Developing new products PRICE Chapter 13- Pricing PROMOTION Chapter 14- Integrated Marketing Communications Chapter 15- Mass Marketing Communications Chapter 16- Direct Marketing Communications PLACE Chapter 17- Distribution SPANNING THE MARKETING MIX Chapter 18- Digital Marketing and Social Media Part 4- Competition and Global Markets Chapter 19- Analysing competitors and creating competitive advantage Chapter 20- Competitive marketing strategy Chapter 21- Global Marketing Strategy Part 5- Marketing Application Chapter 22: Managing Marketing implementation, organization and control