This book covers all of the core topics in marketing and is written and designed specifically for the needs of MBA students. Assuming no prior knowledge, this text covers the basics before quickly moving on to explore more advanced issues and concepts. It is strongly grounded in theory and linked to best practice, and is the ideal MBA course text.

MBA Marketing covers all of the basics before moving on to explore more advanced issues and concepts. Strongly grounded in theory and linked to best practice, it is an ideal MBA course text

PART I: DEFINING THE MARKET, TARGET AUDIENCES AND CUSTOMER VALUE.- 1. Types of Marketing.- 2. Consumer Behaviour.- 3. Organizational Buying Behaviour.- 4. Market Research.- 5. Market Segmentation.- 6. Competitive Analysis.- PART II: CREATING THE VALUE PROPOSITION.- 7. Marketing Planning.- 8. Defining Marketing Objectives and Strategies.- 9. Product Portfolio Strategy.- 10. Strategic Brand Management.- 11. Pricing Strategy.- 12. Communications Strategy.- 13. Key Account Strategy.- PART III: DELIVERING VALUE.- 14. Managing Marketing Relationships.- 15. Customer Retention Strategy.- 16. Sales Force Strategy.- 17. Channel Strategy.- 18. Distribution Strategy.- 19. Customer Service Strategy.- 20. Electronic Marketing.- PART IV: MONITORING VALUE.- 20. Marketing Information and Control.- 21. Measuring Marketing Effectiveness.- PART V: ENHANCING VALUE.- 22. Organizational Structure and Culture.- 23. Marketing Ethics.