Principles and Practice of Marketing

Part 1: Fundamentals of Modern Marketing Thought
1: Marketing in the modern organization
2: Marketing planning: an overview of marketing

Part 2: Marketing Analysis
3: The marketing environment
4: Understanding consumer behaviour
5: Understanding organizational buying behaviour
6: Understanding marketing ethics and corporate social responsibility
7: Marketing research and information systems
8: Market segmentation and positioning

Part 3: Marketing Mix Decisions
Product
9: Managing products: brand and corporate identity management
10: Managing products: product life cycle, portfolio planning and product growth strategies
11: Developing new products
Price
12: Pricing strategy
Promotion
13: Advertising
14: Personal selling and sales management
15: Direct marketing
16: Other promotional mix methods
Place
17: Distribution
Spanning the marketing mix
18: Digital marketing

Part 4: Competition and Marketing
19: Analysing competitors and creating a competitive advantage
20: Competitive marketing strategy

Part 5: Marketing Implementation and Application
21: Managing marketing implementation, organization and control
22: Services marketing
23: International marketing

David Jobber is a Professor of Marketing. He is an internationally-recognised marketing academic. His research interests include the use of mail surveys in marketing research, selling and sales management. He has written two books and edited a third.