Principles & Practice of Marketing

The intention of this book is to explain the received wisdom about marketing, and provide the counter-arguments which moderate the debate. It examines what marketing does, and seeks to strike a balance between academic thinking and practical experience. It is meant for students new to marketing and to business.

PART I: CONCEPTS AND CONTEXTS. 1. Managing the Exchange Process. 2. The Marketing Environment. 3. Marketing Domains. PART II: MARKETS AND PEOPLE. 4. Consumer Behaviour. 5. Organisational Buying Behaviour. 6. Segmenting and Targeting. 7. Marketing Information and Research. 8. Communications Theories. 9. International Marketing. PART III: STRATEGY. 10. Creating Competitive Advantage. 11. Building Customer Relationships. PART IV: TACTICS. 12. Product Portfolio. 13. New Product Development. 14. Pricing. 15. Advertising. 16. Public Relations and Sponsorship. 17. Selling and Key-Account Management. 18. Exhibitions and Sales Promotion. 19. Direct and Online Marketing. 20. Managing Channels. 21. Intermediaries. 22. People, Processes and Physical Evidence.