A First Course in Marketing

The nature of marketing; what is marketing?; what is the marketing mix?; how does competition affect marketing strategy?; what is the product life cycle?; sales forecasting, price and marketing research; how are sales forecasts and risks assessed?; what determines price?; what is marketing research?; distribution; how are goods and services distributed?; how has distribution changed in recent years?; how is direct-response marketing conducted?; promotion and public relations; what is the role of advertising?; how can public relations help marketing?; what is the role of sales promotion?; how can sponsorship help marketing?; how are industrial goods and services marketed?; consumerism, legal and voluntary control; how does consumerism affect marketing?; legal controls affecting marketing; self-regulatory controls affecting marketing; LCCI and CAM past exam papers.