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Table of Contents

Marketing: A Practical Approach Part 1: Modern Marketing 1. The field of marketing 2. The marketing environment 3. Gathering marketing information Part 2: Understanding Markets 4. Market segmentation, targeting and positioning 5. Understanding the consumer market 6. Understanding the business market Appendix A: International Markets Part 3: The Marketing Mix 7. Product planning and development 8. Product management strategies 9. Service marketing strategies 10. Pricing strategies 11. Distribution strategies Appendix B: Retailing and wholesaling 12. The promotional plan Appendix C: Marketing planning models Appendix D: Measuring marketing programs

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