The Marketing Blueprint

This book presents a comprehensive but concise introduction to both the strategic and the operational aspects of marketing and provides the reader with a thorough understanding of the key principles.

1. Marketing: An Overview. 2. Marketing Strategy and Planning. 3. Information for Marketing Decisions. 4. Understanding the Marketing Environment. 5. Understanding Buyer Behaviour. 6. Market Segmentation. 7. Market Targeting. 8. Market Positioning. 9. Managing the Marketing Mix. 10. Product Decisions. 11. Pricing Decisions. 12. Promotion Decisions. 13. Place Decisions. 14. Implementing Marketing Strategy. Suggestions for Further Reading. References. Index.