The Oxford textbook of marketing

Index annexed

PART ONE: CUSTOMERS, MARKETS AND MARKETING; 1. Introduction: What is Marketing About?; 2. Market Orientation and its Implications; 3. The Consumer in the European Union; 4. Intermediaries; 5. The Structure of EU Industry and Services; Case 1: Return; PART TWO: UNDERSTANDING AND ASSESSING BUYER BEHAVIOUR; 6. Consumer Behaviour; 7. Organizational Buying Behaviour; 8. Market Information and Research; Case 2: Newland plc; PART THREE: THE PRODUCT OFFERING; 9. The Marketing Mix as a Creator of Differentiation; 10. Pricing; 11. Marketing Channel Management; 12. Marketing Communications; 13. Sales Force Management; 14. Product Management; Case 3: Chinese Business Service Centre; PART FOUR: FORMULATING AND IMPLEMENTING MARKETING STRATEGY; 15. Offerings and Markets: the Main Elements of Strategic Marketing Decisions; 16. Market Segmentation; 17. Interdepartmental Interfaces; 18. Strategic Marketing in a Modern Economy; 19. Marketing Planning; Case 4: The Peerless Saw Company; PART FIVE: ISSUES IN IMPLEMENTING MARKETING STRATEGIES; 20. Brand Management; 21. The Marketing of Services; 22. Relationship Marketing in Consumer Markets; 23. Relationship Marketing in Organizational Markets: from Competition to Co-operation; 24. Designing and Marketing New Products and Services; 25. Marketing in Small Firms; 26. Direct Marketing; Case 5: Fieldstone Ltd; Glossary; References; Index

In this overview of the theory and practice of marketing, each chapter is written to a common template and reading style, and uses international case material to reinforce learning, with a longer case study in each major section.