Marketing: An Introductory Text

Front Matter....Pages i-xxiii
Front Matter....Pages 1-1
The marketing concept....Pages 3-21
Environmental analysis....Pages 22-36
Marketing strategy and management....Pages 37-59
Market structure, conduct and performance....Pages 60-90
Front Matter....Pages 91-91
Demand and supply....Pages 93-111
Consumer behaviour....Pages 112-145
Organisational buying behaviour....Pages 146-163
Market segmentation....Pages 164-189
Patterns of distribution....Pages 190-232
Front Matter....Pages 233-233
Marketing research....Pages 235-264
Product policy, planning and development....Pages 265-291
Packaging....Pages 292-307
Pricing and price policy....Pages 308-338
Distribution policy and the selection of marketing channels....Pages 339-347
Marketing communications....Pages 348-367
Advertising....Pages 368-434
Sales Promotion....Pages 435-456
Personal selling and merchandising....Pages 457-475
Front Matter....Pages 477-477
The company: organising for marketing....Pages 479-493
Planning for marketing....Pages 494-509
Front Matter....Pages 477-477
The written analysis of cases....Pages 510-522
Marketing in foreign environments....Pages 523-552
The marketing of services....Pages 553-572
Current issues and trends....Pages 573-597
Back Matter....Pages 599-646