One of a series of books designed to help students through coursework. Starts each topic with a conceptual overview and follows with a set of learning outcomes, focusing on key concepts and assessment criteria. Includes self-assessment questions (multiple-choice as well as essay) and example answers. Aimed at students facing tests and final examinations, but also a handy guide for practitioners wanting to brush up on the basics.
Chapter 1. Marketing: An overview
Chapter 2. The marketing environment
Chapter 3. Consumer buyer behaviour
Chapter 4. Market segmentation, market targeting and positioning
Chapter 5. Market information and marketing research
Chapter 6. Product decisions
Chapter 7. Distribution channel decisions
Chapter 8. The marketing communication decision
Chapter 9. The pricing decision
Chapter 10. Managing the marketing strategy
