A First Course in Marketing

Part 1 The nature of marketing: what is marketing?; what is the marketing mix?; how does competition affect marketing strategy?; what is the product life cycle?. Part 2 Sales forecasting, price and market research: how are sales forecasts and risks assessed?; what determines price?; what is marketing research?. Part 3 Distribution: how are goods and services distributed?; how has distribution changed in recent years?; how is direct reponse marketing conducted?. Part 4 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?. Part 5 Consumerism, legal and voluntary control: how does consumerism affect marketing?; legal controls affecting marketing; self-regulatory controls affecting marketing.