What is marketing Marketing orientations The marketing environment E-business – the technology The competitive environment Buyer behaviour Organisational buyer behaviour Customers, market segmentation and targeting Marketing information The marketing offering – the fundamental link between a supplier and its customers Products and services – the acceptability factor in marketing Branding and building relationships with customers Making products available Affordable offerings – price and value Communications and promotional planning Advertising Direct and on-line marketing Sales promotion, PR and related activities Selling Product policy and new product development Marketing planning Research for marketing Organising marketing analysis Consumerism, ethics and social responsibility International marketing Marketing in action Glossary of marketing terms The use of short case studies for studying marketing principles and practice