Table of Contents

What Do Marketing Executives Do?Consumer Behaviour and Business Buyer BehaviourMeaningful Marketing MetricsMarket ResearchThe Marketing EnvironmentCustomer Segmentation and TargetingProducts (Goods and Services)Physical Availability, Retailing and ShoppingPricing and DiscountingSelling and Sales ManagementAdvertisingMedia DecisionsDeveloping and Implementing a Marketing PlanGlobal MarketingEthics and Social ResponsibilitySocial MarketingSocial Responsibility and Ethics

About the Author

Professor Byron Sharp, Director, Ehrenberg-Bass Institute for Marketing Science, University of South Australia