Principles of Marketing
Topic 1: Marketing today
Topic 2: The marketing environment
Topic 3: Marketing strategy
Topic 4: Segmentation and targeting
Topic 5: Positioning
Topic 6: Brand and value
Topic 7: Buyer behaviour
Topic 8: Customer insight
Topic 9: Product
Topic 10: Price
Topic 11: Promotion
Topic 12: Place
Credits
Footnotes
Glossary

*The digital edition does not include access codes to additional material or programs mentioned in the book.