Principles and Practice of
Marketing 4th edition is the essential text for all marketing students. With its
established authority and reputation, the new edition of this flagship textbook maintains
its position as the discerning choice for introductory marketing modules at undergraduate
or MBA level.
Table of Contents
Part 1 Fundamentals of Modern Marketing Thought
CHAPTER 1 Marketing in the Modern Firm
CHAPTER 2 Marketing Planning: An Overview of Marketing
CHAPTER 3 Understanding Consumer Behaviour
CHAPTER 4 Understanding Organisational Buyer Behaviour
CHAPTER 5 The Marketing Environment
CHAPTER 6 Marketing Research and Information Systems
CHAPTER 7 Market Segmentation and Positioning
Part 2 Marketing Mix Decisions
CHAPTER 8 Managing Products: Brand and Corporate Identity Management
CHAPTER 9 Managing Products: Product Life Cycle, Portfolio Planning and Product Growth
Strategies
CHAPTER 10 Developing New Products
CHAPTER 11 Pricing Strategy
CHAPTER 12 Advertising
CHAPTER 13 Personal Selling and Sales Management
CHAPTER 14 Direct Marketing
CHAPTER 15 Internet Marketing
CHAPTER 16 Other Promotional Mix Methods
CHAPTER 17 Distributio
Part 3 Competition and Marketing
CHAPTER 18 Analysing Competitors and Creating a Competitive Advantage
CHAPTER 19 Competitive Marketing Strategy
Part 4 Marketing Implementation and Application
CHAPTER 20 Managing Marketing Implementation, Organisation and Control
CHAPTER 21 Marketing Services
CHAPTER 22 International Marketing
620 pages
