Marketing: an introductory text

PART 1 INTRODUCTION - The Marketing Concept: Meeting Needs - The Marketing Environment - Marketing Strategy and Management: An Introduction - PART 2 UNDERSTANDING MARKET BEHAVIOUR AND ANALYSIS MARKETING OPPORTUNITIES - Market Structure, Conduct and Performance - Measuring and Forecasting: The Concepts of Demand and Supply - Competitive Analysis - Market Segmentation, Targeting and Positioning - Consumer Buying Behaviour - Organisational Buying Behaviour - Patterns of Distribution - Marketing Research - PART 3 THE MARKETING MIX: PRODUCTS, SERVICES AND IDEAS - Product Policy - Pricing Policy - Placing Products - Promotion Policy - The Promotion Mix: Advertising - The Promotion Mix: Personal Selling and Sales Management - The Promotion Mix: Sales Promotion - PART 4 ORGANISING FOR MARKETING - The Marketing Information System - The Company: Organising for Marketing - Marketing Management - Report Writing and the Written Analysis of Cases - PART 5 MARKETING IN OTHER AREAS - The Marketing of Services - Marketing and Society: Non Profit Marketing - International Marketing