Marketing: A Guide to the Fundamentals

Part 1. Overview.

1. Marketing in context.

2. Marketing realities.

Part 2. The marketing process.

3. "Product" considerations.

4. Pricing policy and tactics.

5. Market research: reducing the risk.

6. Routes to market: distribution channels and methodology.

Part 3. Strategy and marketing planning.

7. Marketing strategy.

8. Marketing planning.

9. Co-ordination and control.

Part 4. Marketing communications.

10. Influencing buyer behaviour.

11. Marketing communications: the detail.

12. Personal persuasive influences.

Conclusion.

Index.