This fully revised and updated text is intended to provide the student with an accessible introduction to the basic themes and issues of marketing. Comprehensive in scope and style, it includes worked examples to illustrate major issues. Also covered are key topics and detailed insights, with practical examples. The book adopts a "how to" approach to implementing strategies and policies.

Table of Contents

Marketing - concepts and principles; corporate strategy - analysis and planning; strategic marketing - its role and function; marketing organization - structure, culture, ethics; marketing research; the planning process; implementation marketing - products, services, concepts; implementing marketing - pricing policies and prices; implementing marketing - distribution and logistics; implementing marketing - the promotion function; implementing marketing - international and global aspects; the marketing plan in summary; monitoring and controlling marketing effort.