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Book Categories |
Preface | ||
Acknowledgements | ||
1 | Introduction to Marketing Terms and Philosophies | 3 |
2 | Basic Concepts | 11 |
3 | Target the Customers | 23 |
4 | Buying Behaviour | 33 |
5 | Marketing Research | 43 |
6 | The Audit | 61 |
7 | Strategic Analysis and Planning | 81 |
8 | Designing Strategies | 100 |
9 | Innovation and New Products | 110 |
10 | Communications and Promotion | 117 |
11 | Making Marketing Happen | 129 |
12 | Final Considerations | 136 |
References | 141 | |
Name Index | 143 | |
Subject Index | 145 |
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