PART ONE: MARKETING DEFINED AND MARKETING IN CONTEXT
1 The marketing concept
2 Marketing strategy and understanding competitors
3 The marketing environment
4 Marketing in international markets and globalization
PART TWO: UNDERSTANDING AND TARGETING CUSTOMERS
5 Consumer buying behaviour
6 Business markets and business buying behaviour
7 Segmenting markets
8 Targeting and positioning
9 Marketing research
PART THREE: MARKETING PROGRAMMES – PRODUCTS AND SERVICES, BRANDS, PLACE AND CHANNELS, PROMOTION AND MARKETING COMMUNICATIONS, DIGITAL AND PRICING
10 Product decisions
11 Branding and packaging
12 Developing products and managing product portfolios
13 The marketing of services
14 Marketing channels
15 Channel players and physical distribution
16 An overview of marketing communications
17 Advertising, public relations and sponsorship
18 Sales management, sales promotion, direct mail, the Internet, digital and direct marketing
19 Digital marketing
20 Pricing
21 Modifying the marketing mix for business markets, services and in international marketing
PART FOUR: MARKETING MANAGEMENT
21 Marketing planning and forecasting sales potential
22 Implementing strategies, internal marketing relationships and measuring performance
23 Responsible marketing
Notes
Glossary
Index

Interesting and easy-to-understand case studies support the theory throughout the text A highly popular and proven text with a full range of online support resources Excellent pedagogical features including case studies, boxed ‘insight’ features, web-tasks and discussion/ review questions that aid the understanding of key concepts Four-colour text design with illustrative images throughout Expansion of content on digital and social media Exploration of ethical, responsible and sustainability issues Material has been streamlined into four parts: “Marketing Defined and Marketing in Context”; “Understanding and Targeting Customers”; “Marketing Programmes” and “Marketing Management” Based on lecturer feedback, group work tasks have been added to the end of chapter material