Marketing Concepts & Strategies

Part I: Marketing Defined and Marketing in Context: 1. The marketing concept 2. Marketing strategy and understanding competitors 3. The marketing environment 4. Marketing in international markets and globalization Part II: Understanding and Targeting Customers: 5. Consumer buying behaviour 6. Business markets and business buying behaviour 7. Segmenting markets 8. Targeting and positioning 9. Marketing research Part III: Marketing Programmes - Products and Services, Brands, Place and Channels, Promotion and Marketing Communications, Digital and Pricing: 10. Product decisions 11. Branding and packaging 12. Developing products and managing product portfolios 13. The marketing of services 14. Marketing channels 15. Channel players and physical distribution 16. An overview of marketing communications 17. Advertising, public relations and sponsorship 18. Sales management, sales promotion, direct mail, direct marketing and the web 19. Digital marketing 20. Pricing 21. Modifying the marketing mix for business markets, services and in international marketing Part IV: Marketing Management: 22. Marketing planning and forecasting sales potential 23. Implementing strategies, internal marketing relationships and measuring performance 24. Responsible marketing

Lyndon Simkin is Executive Director of the Centre for Business in Society and Professor of Strategic Marketing in the Faculty of Business and Law, Coventry University, UK. William M. Pride is Professor of Marketing, Mays Business School, Texas A&M University, USA. O.C. Ferrell is James T Pursell, Sr. Eminent Scholar in Ethics and Director of the Center for Ethical Organizational Cultures at Auburn University, USA O.C. Ferrell is James T Pursell, Sr. Eminent Scholar in Ethics and Director of the Center for Ethical Organizational Cultures at Auburn University, USA Sally Dibb is Professor in Marketing and Society, Centre for Business in Society, Coventry University, UK.