Part 1: The Market-Led Organisation
Chapter 1: The Nature of Marketing
Chapter 2: The Global Marketing Environment
Chapter 3: Customer Behaviour
Chapter 4: Market Research & Customer Insights
Chapter 5: Market Segmentation, Targeting & Positioning
Part 2:Creating Customer Value
Chapter 6: Value Through Products & Brands
Chapter 7: Value Through Service & Relationships
Chapter 8: Value Through Pricing
Part 3: Delivering and Communicating Customer Value
Chapter 9: Distribution: Delivering Customer Value
Chapter 10: Integrated Marketing Communications I: Offline Communications Techniques
Chapter 11: Integrated Marketing Communications II: Online Communications Techniques
Chapter 12: Marketing Planning & Strategy
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