Description
Table of Contents
1: Principles of marketing
1:Marketing principles and practice
2:Consumer buying behaviour
3:Marketing research and customer insight
2: Marketing management and strategy
4:The marketing environment
5:Marketing strategy
6:Marketing segmentation and positioning
7:International market development
3: Managing marketing programmes
8:New proposition development and innovation
9:Price and customer value decisions
10:Principles of marketing communications
11:Configuring the marketing communications mix
12:Digital and social media marketing
13:Brand decisions
4: Principles of customer management
14:Channels, supply chains, and retailing
15:Services and relationship marketing
16:Business-to-business marketing
5: The social impacts of marketing
17:Not-for-profit and social marketing
18:Marketing, society, sustainability, and ethics
