On the back cover : A suite of digital resources is available for lecturers and students: a dedicated instructor's website including an instructor's manual, ExamView testbank and PowerPoint slides; CourseMate offering students and lecturers a range of interactive learning and teaching tools including an eBook, PowerPoints and self-test questions.

Includes bibliographical references, glossary, and index.

PART ONE: MARKETING DEFINED AND MARKETING IN CONTEXT : 1. The marketing concept. - - 2. Marketing strategy and understanding competitors.

PART TWO: UNDERSTANDING MARKETS : 3. The marketing environment. - - 4. Consumer buying behaviour. - - 5. Business markets and business buying behaviour. - - 6. Segmenting markets, targeting and positioning. - - 7. Marketing research.

PART THREE: DEVELOPING MARKETING PROGRAMMES : 8. Product decisions. - - 9. Developing products and managing product portfolios. - - 10. The marketing of services. - - 11. Marketing channels. - - 12. Pricing. - - 13. An overview of marketing communications. - - 14. Branding and packaging.

PART FOUR: MANAGING MARKETING : 15. Planning and implementation.

This key text has been fully updated to discuss the core issues of marketing through lively and engaging features, including a rich variety of case studies. Throughout the book, the authors tackle the complexities of Marketing's main theories, within a real life context, whilst retaining their well-established insight and accessible style.

For undergraduate marketing degrees as well as more general marketing modules on other programmes. Also for use with MBA, further postgraduate study requiring marketing knowledge or as a refresher text for existing marketers.