Table of Contents

Part 1 The Marketing Briefs; Chapter 1 Defining Marketing; Chapter 2 Relationship Marketing; Chapter 3 Marketing Orientation; Chapter 4 The Marketing Environment; Chapter 5 PEST and SWOT Analyses; Chapter 6 Consumer Buying Behaviour; Chapter 7 Business-to-Business Buying Behaviour; Chapter 8 Customer Relationship Management (CRM); Chapter 9 Marketing Research; Chapter 10 Forecasting in Marketing; Chapter 11 Market Segmentation; Chapter 12 Targeting; Chapter 13 Brand and Product Positioning; Chapter 14 Branding; Chapter 15 Products; Chapter 16 The Product Life Cycle (PLC); Chapter 17 Product Portfolios; Chapter 18 Packaging; Chapter 19 Service Products; Chapter 20 Advertising; Chapter 21 Public Relations; Chapter 22 Sponsorship; Chapter 23 Personal Selling and Sales Management; Chapter 24 Sales Promotion; Chapter 25 Direct Mail; Chapter 26 Direct Marketing; Chapter 27 The Internet; Chapter 28 Marketing Channels; Chapter 29 Wholesaling and Physical Distribution Management (PDM); Chapter 30 Pricing Concepts; Chapter 31 Setting Prices; Chapter 32 The Marketing Mix; Chapter 33 Marketing Strategy; Chapter 34 Competitive Forces and Strategies; Chapter 35 Competitive Advantage; Chapter 36 Marketing Planning; Chapter 37 Implementation and Controls; Chapter 38 The Marketing Audit; Chapter 39 Performance Measures in Marketing; Chapter 40 Internal Marketing; Chapter 41 International Marketing; Chapter 42 Consumer Marketing; Chapter 43 Business-to-Business Marketing; Chapter 44 The Marketing of Services; Chapter 45 Non-Business Marketing; Chapter 46 Retail Marketing; Chapter 47 Social Responsibility in Marketing; Chapter 48 Marketing Ethics; Chapter 49 Value-Based Marketing; Chapter 50 One-to-One Marketing;