Part 1: Introduction to marketing
1An overview of marketing
2Analysing the marketing environment
3Understanding consumer decision-making
4Analysing the competitive situation
5Information for marketing decision-making and marketing research
6Segmenting and targeting markets
7Positioning the firm and its products
Part 2: Implementing marketing mix strategies
8Product decisions
9Developing and managing products
10Marketing channels and the role of intermediaries
11Marketing communication strategy
12Implementing marketing communication mix strategies
13Pricing concepts and setting the right price
14Putting it all together: the strategic marketing plan
Part 3: Specialised marketing
15Marketing in specialised markets
16Sustainable marketing