Electronic Inspection Copy available for instructors here`If you want a clear, well written and authoritative introduction to the ideas and concepts that underpin the marketing discipline, this is the book for you' - Emeritus Professor Michael J Baker

PART ONE: CUSTOMERS AND MARKETSCustomer CentralityEvolution of MarketingRelationship MarketingThe Leaky Bucket TheoryPostmodern MarketingThe Marketing EnvironmentMarketing ResearchThe Marketing AuditCompetitive AdvantagePorter's Competitive StrategiesStrategic PlanningMarketing PlanningBoston Consulting Group MatrixGlobalisationConsumerismPART TWO: THE OFFERProduct as a Bundle of BenefitsProduct AnatomyCore ProductAdded ValueService ProductsProduct Life CycleNew Product DevelopmentDiffusion of InnovationQualityElasticity of DemandDemand PricingPrice SkimmingPsychological PricingNot-for-Profit MarketingPART THREE: APPROACHING CUSTOMERSNeed SatisfactionInvolvementSegmentationTargetingThe Marketing MixThe Elaboration Likelihood ModelReference GroupsDistributionChannel ManagementLogisticsStages of Development Model of International Market EntryMarket SharePART FOUR: PROMOTIONBrandingBrand PersonalityPositioningThe Communications MixSchramm Model of CommunicationAdvertising The Weak and Strong TheoriesSales PromotionCorporate ReputationPersonal SellingKey Account SellingIntegrated Marketing Communication