Principles of Marketing

Contents:

-  Products, Services and Benefits
-  The Marketing Environment
-  The Competitive Environment
-  Buyer Behaviour
-  Organisational Buyer Behaviour
-  Customers, Market Segmentation and Targeting
-  Product Offering
-  Marketing Products Available
-  Price, Quality and Value
-  Marketing Communications
-  Promotional Planning
-  Advertising and Direct Marketing
-  Publicity, Sales Promotion and Sponsorship
-  Selling
-  Marketing Planning and Control
-  New Product Development
-  Research for Marketing
-  Organising for Marketing
-  Ethics, Social Responsibility and Consumerism