Essentials of Marketing : Theory and Practice for a Marketing Career (Hardcover)

Contents Introduction PART 1: MARKETING AND ENVIRONMENT The Meaning of Marketing Strategic Planning Market Research The Marketing Environment PART 2: MARKETING STRATEGY AND ANALYSIS Segmentation, Targeting & Positioning Products Brands and Brand Management Pricing PART 3: BEHAVIOUR AND RELATIONSHIPS Buyer Behaviour Marketing Ethics, Sustainability and Corporate Social Responsibility Services, Relationship and Internal Marketing PART 4: COMMUNICATING, SELLING, MEASURING Principles of Integrated Marketing Communications Advertising, Sales Promotion, Public Relations and Sponsorship Personal Selling & Sales Management Channel Management Digital Marketing Index