Marketing 7ed

Table of Contents:

Part 1: Introduction to marketing

1. An overview of marketing
2. Analysing the external environment’s influence on marketing
3. Understanding consumer decision making
4. Analysing the competitive situation
5. Information for marketing decision making and marketing research
6. Segmenting and targeting markets
7. Positioning the firm and its products

Part 2: Implementing marketing mix strategies

8. Product and brand decisions
9. Developing and managing products
10. Marketing channels and the role of intermediaries
11. Marketing communication strategy
12. Pricing concepts and setting the right price

Part 3: Specialised marketing

13. Digital marketing
14. Marketing in specialised markets
15. Putting it all together: The strategic marketing plan

Part 4: Marketing plan

New to this edition:

• New chapter on digital marketing
• Greater focus on product differentiation
• Streamlined chapter on marketing communications and implementing the marketing mix
• Updated table of contents which sees the textbook culminate in a chapter focused on the strategic marketing plan