Part 1. Fundamentals of modern marketing thought
1) Marketing in the modern organization
2) Marketing planning: An overview of marketing
Part 2. Marketing analysis
3) The marketing environment
4) Understanding consumer behaviour
5) Understanding organizational buying behaviour
6) Understanding marketing ethics and corporate social responsibility
7) Marketing research
8) Market segmentation and positioning
Part 3. Marketing mix decisions Product
9) Managing products: Brand and corporate identity management
10) Managing products: Product life cycle, portfolio planning and product growth strategies
11) Developing new products
Price
12) Pricing
Promotion
13) Advertising
14) Personal selling and sales management
15) Direct marketing
16) Other promotional mix methods
Place
17) Distribution
Spanning the marketing mix
18) Digital marketing
Part 4. Marketing implementation and application
19) Analysing competitors and creating a competitive advantage
20) Competitive marketing strategy
Part 5. Marketing implementation and application
21) Managing marketing implementation, organisation and control
22) Services marketing
23) International marketing
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2007 McGraw-Hill Education Europe