Includes index

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 and information systems 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 strategy 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: Competition and Marketing 19: Analysing competitors and creating a competitive advantage 20: Competitive marketing strategy Part 5: Marketing Implementation and Application 21: Managing marketing implementation, organization and control 22: Services marketing 23: International marketing