Marketing

Part 1 Initiating the marketing process: marketing - a focus on customer relationships; linking marketing and corporate strategies; appendix A: a sample marketing plan; the changing marketing environment; ethics and social responsibility in marketing. Part 2 Understanding buyers and markets: global marketing and world trade; consumer behaviour; organizational markets and buyer behaviour. Part 3 Targeting marketing opportunities: interactive marketing and electronic commerce; collecting and using marketing information; market segmentation, targeting, and positioning. Part 4 satisfying marketing opportunities: developing new products and services; managing products and brands; managing services; pricing - relating objectives to revenues and costs; pricing - arriving at the final price; appendix B: financial aspects of marketing; marketing channels and wholesaling; supply chain management; retailing; integrated marketing communications and direct marketing; advertising,sales promotion, and public relations; personal selling and sales management. Part 5 Managing the marketing process: the strategic marketing process; appendix C: career planning in marketing; appendix D: alternative cases.