Marketing is an exciting new textbook packed with learning features, combining authority with a lively and engaging writing style and a diverse range of resources, available online. Learn from real-life situations and read about great campaigns from organizations such as Adani Wilmar, Oxfam, Orange and The Leela Palaces. Experience first hand what top marketers actually do and the challenges they face in today's business environment. Discover the latest exciting advances in new technology and the social web and learn how to take advantage of these in a marketing context.

Designed for postgraduate students pursuing courses in business management, this textbook will be equally useful to marketing practitioners, particularly because of the real-life case insights presented by marketing professionals. Recognizing the need to go further than the traditional 4Ps approach, the text reflects on newer perspectives, covering topics such as relational, not-for-profit, digital and post-modern marketing. It provides powerful learning insights into marketing theory and practice, through a series of 'Insight' features: Case Insights, Market Insights and Research Insights.

Table of contents

Part 1: Marketing Fundamentals
Chapter 1 Marketing Principles and Society
Chapter 2 The Marketing Environment
Chapter 3 Consumer Buying Behaviour
Chapter 4 Marketing Research

Part 2: Principles of Marketing Management
Chapter 5 Marketing Strategy
Chapter 6 Market Segmentation and Positioning
Chapter 7 International Market Development

Part 3: The Marketing Mix Principle
Chapter 8 Developing Products and Brands
Chapter 9 Price Decisions
Chapter 10 An Introduction to Marketing Communications
Chapter 11 Marketing Communications: Tools and Media
Chapter 12 Managing Marketing Communications: Strategy, Planning, and Implementation
Chapter 13 Channel Management and Retailing

Part 4: Principles of Relational Marketing
Chapter 14 Services Marketing
Chapter 15 Business-to-Business Marketing
Chapter 16 Relationship Marketing
Chapter 17 Not-for-Profit Marketing

Part 5: Contemporary Marketing Practice
Chapter 18 Digital Marketing
Chapter 19 Postmodern Marketing
Chapter 20 Marketing, Sustainability, and Ethics