Table of Contents

Part 1 Part 1 What is Marketing?; Chapter 1 The Role and Function of Marketing; Chapter 2 The Marketing Environment; Chapter 3 The Marketing Mix; Chapter 4 Marketing in Different Organisational Contexts; Chapter 5 Review; Part 2 Understanding Customer Relations; Chapter 6 Understanding Customers; Chapter 7 Building and Maintaining Customer Relationships; Chapter 8 Communicating With Customers; Chapter 9 Customer Care and Customer Service; Chapter 10 Review;