Part 1 Key concepts
Chapter 1 Marketing Approach
1.1 Definition of marketing
1.2 Milestones in the development of marketing
1.3 Basic marketing concepts
1.4 Understanding the integrated marketing model
1.5 The internal marketing management process
1.6 The future of marketing
Chapter 2 Marketing Process
2.1 How marketing contributes to a company’s mission
2.2 Business strategies
2.3 Marketing planning
2.4 Control
2.5 Organizational structure
2.6 Ethics in marketing
Chapter 3 Marketing Strategy
3.1 Segmentation
3.2 Targeting
3.3 Positioning
3.4 Differentiation
Chapter 4 Creativity and Marketing Innovation
4.1 The creativity and innovation process
4.2 The role of research: explore and innovate
4.3 The value chain
4.4 The business model
4.5 The creation of value: marketing strategy
4.6 The marketing mix
Part 2 Analysis
Chapter 5 Internal and External Environments
5.1 The SWOT model
5.2 The TOWS model
5.3 The internal environment
5.4 The external environment
Chapter 6 Marketing Research
6.1 Marketing information system (MIS)
6.2 Data
6.3 Marketing research
6.4 Steps of the marketing research process
Chapter 7 Consumer Behaviour
7.1 Understanding the consumer is crucial
7.2 The study of consumer behaviour
7.3 The integrated model of consumer behaviour
7.4 Characterizing the decision process
7.5 Steps in the decision process
7.6 Sources of influence on consumer behaviour
Part 3 Commercial Mix
Chapter 8 Products, Services and Brands
8.1 Products and services
8.2 Product dimensions
8.3 Product portfolio management
8.4 Brand management
8.5 Product life cycle management
Chapter 9 Marketing Communication
9.1 The role of communication in marketing strategy
9.2 Strategic planning in communication
9.3 Target audience and consumer insight
9.4 Communication objectives
9.5 The key message
9.6 The main types of media and integrated marketing communication
9.7 Marketing communication media
9.8 Creative strategy and the advertising idea
9.9 Structure and role of communication agencies
Chapter 10 Relationship Selling
10.1 Selling approaches
10.2 Relational selling approach
10.3 The salesperson
10.4 Selling process
10.5 Business development
10.6 International selling
10.7 Sales force management
Chapter 11 Distribution
11.1 The rationale for distribution intermediaries
11.2 The functions of distribution intermediaries
11.3 Types of distribution intermediaries
11.4 Distribution channels
11.5 Selecting a distribution network
11.6 Multi-channel distribution with an omnichannel strategy
Chapter 12 Price
12.1 Product prices
12.2 Environmental influences on pricing
12.3 Pricing objectives
12.4 Pricing strategies
12.5 Pricing methods