Principles of Marketing, 1st edition

• Copyright
• About the author
• About the chapter contributors
• About Principles of Marketing [preface]
• The Revel learning experience

Chapter 1: Marketing today

• Introduction: Marketing today
• 1.1 Defining marketing
• 1.2 Introducing the marketing mix: the marketer's toolkit
• 1.3 Themes in contemporary marketing
• 1.4 Planning marketing campaigns
• Think like a marketer topic 1: Strategic approach to planning
• Marketing in Practice: Marco Felicio
• Further reading: Marketing today
• Test: Marketing today

Chapter 2: The marketing environment

• Introduction: The marketing environment
• 2.1 Exploring the environment for marketing
• 2.2 Internal and external macro-environmental influences on marketing
• 2.3 Internal and external micro-environmental influences on marketing
• Think like a marketer topic 2: Porter's Five Forces analysis
• 2.4 Exploring the marketing environment
• 2.5 Categorising factors that impact the marketing environment
• Further reading: The marketing environment
• Test: The marketing environment

Chapter 3: Marketing strategy

• Introduction: Marketing strategy
• 3.1 The characteristics of strategy and strategic marketing decisions
• 3.2 Planning marketing strategy
• 3.3 Competitive strategy
• 3.4 Growth strategies
• 3.5 Strategies for entrepreneurial marketing
• 3.6 Contemporary issues in marketing strategy
• 3.7 Recommending a strategic marketing plan
• Think like a marketer topic 3: Social marketing strategy
• Further reading: Marketing strategy
• Test: Marketing strategy

Chapter 4: Segmentation and targeting

• Introduction: Segmentation and targeting
• 4.1 What is target marketing?
• 4.2 The bases of segmentation
• 4.3 Target marketing: tools and techniques
• Think like a marketer topic 4: Customer profiles
• 4.4 Segmentation and targeting for fashion and tourism brands
• 4.5 Recommending a segmentation and targeting strategy
• 4.6 Challenges and opportunities in segmentation and targeting
• Further reading: Segmentation and targeting
• Test: Segmentation and targeting

Chapter 5: Positioning

• Introduction: Positioning
• 5.1 What is positioning?
• 5.2 Positioning strategy
• 5.3 Positioning and repositioning
• 5.4 Developing positioning
• Think like a marketer topic 5: Perceptual map
• Further reading: Positioning
• Test: Positioning

Chapter 6: Brand and value

• Introduction: Brand and value
• 6.1 Brands and branding
• 6.2 Brand equity and brand value
• 6.3 Brand resonance
• 6.4 The role of customers in creating brand equity: co-creation, brand communities and brand relationships
• 6.5 Brand elements
• 6.6 Managing a global brand over time and geographical boundaries
• Think like a marketer topic 6: Entering the international market
• Further reading: Brand and value
• Test: Brand and value

Chapter 7: Buyer behaviour

• Introduction: Buyer behaviour
• 7.1 The buyer decision making process
• 7.2 Buyers in consumer and business markets
• 7.3 Customer value creation
• 7.4 The decision-making process
• 7.5 Categories of decision-making
• 7.6 External impacts on buyer behaviour
• Think like a marketer topic 7: Campaign evaluation
• Further reading: Buyer behaviour
• Test: Buyer Behaviour

Chapter 8: Customer insight

• Introduction: Customer insight
• 8.1 Principles of customer insight
• 8.2 Customer insight strategy
• 8.3 Conducting customer insight research
• 8.4 The steps in the research process
• Think like a marketer topic 8a: Research project plan
• 8.5 Communicating customer insight research
• Think like a marketer topic 8b: Data visualisation
• Further reading: Customer insight
• Test: Customer insight

Chapter 9: Product

• Introduction: Product
• 9.1 What is product?
• 9.2 Services products
• 9.3 Managing products and services over time
• 9.4 Developing new products and services
• 9.5 New product development
• Think like a marketer topic 9: New product
• 9.6 Product development today
• Further reading: Product
• Test: Product

Chapter 10: Price

• Introduction: Price
• 10.1 What is price?
• 10.2 Internal and external factors affecting a firm's pricing decisions
• 10.3 Pricing approaches
• 10.4 Pricing and payment: current considerations
• Think like a marketer topic 10: Recommending price
• Further reading: Price
• Test: Price

Chapter 11: Promotion

• Introduction: Promotion
• 11.1 The Marketing communications mix
• 11.2 How marketing communications works
• 11.3 Building a marketing communications mix
• 11.4 A strategic approach for marketing communications
• Think like a marketer topic 11: IMC for the achievement of objectives
• Further reading: Promotion
• Test: Promotion

Chapter 12: Place

• Introduction: Place
• 12.1 The difference between the supply chain and distribution channels
• 12.2 Place in the marketing mix
• 12.3 The internet as a distribution channel
• 12.4 Channel intensity
• 12.5 Selecting the channel partners
• 12.6 Physical distribution: getting the product to the customer
• Think like a marketer topic 12: Distribution strategy
• Further reading: Place
• Test: Place