Part I: Marketing Defined and Marketing in Context:1. The marketing concept2. Marketing strategy and understanding competitors 3. The marketing environment 4. Marketing in international markets and globalizationPart II: Understanding and Targeting Customers:5. Consumer buying behaviour 6. Business markets and business buying behaviour 7. Segmenting markets 8. Targeting and positioning9. Marketing researchPart III: Marketing Programmes – Products and Services, Brands, Place and Channels, Promotion and Marketing Communications, Digital and Pricing:10. Product decisions 11. Branding and packaging 12. Developing products and managing product portfolios 13. The marketing of services 14. Marketing channels 15. Channel players and physical distribution16. An overview of marketing communications 17. Advertising, public relations and sponsorship18. Sales management, sales promotion, direct mail, direct marketing and the web19. Digital marketing 20. Pricing 21. Modifying the marketing mix for business markets, services and in international marketing Part IV: Marketing Management:22. Marketing planning and forecasting sales potential23. Implementing strategies, internal marketing relationships and measuring performance 24. Responsible marketing