Principles of Marketing
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Abstract
Part I: Marketing and Its Environment 1. Marketing Dynamics 2. The European Marketing Environment Part II: Consumers and Markets 3. Consumer Behaviour 4. Organisational Buying Behaviour 5. Segmenting Markets 6. Marketing Information and Research Part III: Product 7. Anatomy of a Product 8. Product Management 9. New Product Development Part IV: Price 10. Pricing: Context and Concepts 11. Pricing Strategies Part V: Place 12. Marketing Channels and Logistics 13. Retailers and Wholesalers Part VI: Promotion 14. Communication and the Promotional Mix 15. Advertising 16. Sales Promotion 17. Personal Selling and Sales Management 18. Direct and On-line Marketing 19. Public Relations, Sponsorship and Exhibitions Part VII: Marketing Management 20. Strategic Marketing 21. Marketing Planning, Management and Control 22. Services Marketing 23. International Marketing