With insights from leading practitioners and exploration of the latest issues to affect consumers and businesses alike, Marketing provides the skills vital for successful engagement with marketing across all areas of society.
Part One: Core Principles, Context and Customers 1: Marketing principles and practice 2: The marketing environment 3: Consumer buying behaviour 4: Business to business marketing 5: Services and relationship marketing Part Two: Marketing Strategy 6: Marketing strategy 7: Marketing research and analytics 8: Market segmentation and positioning 9: International marketing development 10: Branding decisions Part Three: Marketing Tactics 11: Product: new proposition development and innovation 12: Place: channels, supply chains, and retailing 13: Price and customer value 14: Promotion I: principles of marketing communications 15: Promotion II: configuring the marketing communications mix 16: Digital and social media marketing Part Four: Marketing and Society 17: Not-for-profit and social marketing 18: Marketing, society, sustainability and ethics
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