Table of Contents

Part I- Marketing And Its Environment

1. Marketing dynamics

2. The European marketing environment

Part II- Customers and Markets

3. Consumer behaviour

4. B2B buying behaviour

5. Segmenting markets

6. Marketing information and research

Part III- Product

7. Anatomy of a product

8. Product management

9. New product development

Part IV-Price

10. Pricing, context and concepts

11. Pricing strategies

Part V- Place

12. Marketing channels and logistics

13. Retailers and wholesalers

Part VI- Promotion

14. Integrated marketing communication

15. Advertising

16. Sales promotion

17. Personal selling and sales management

18. Direct marketing and exhibitions

19. Public relations and sponsorship

Part VII-Marketing Management

20. Strategic Marketing

21. Marketing planning, management and control

22. Services and non-profit marketing

23. International marketing

24. E-marketing and new media

Promotional Information

This comprehensive text captures marketing as a living subject. Theory is brought to life for students through the use of dynamic examples and engaging video vignettes.