Marketing: A Case Study Approach (Accounting Textbooks)

Written for anyone new to the subject of marketing, this is a text for students who are required to learn its principles as part of a business, management or marketing course, such as BTEC HNC/D, the CIM Certificate, Advanced Certificate and Diploma, the Diploma in Management Studies, and MBA. The book is also suitable for people studying part-time or as part of a distance-learning programme in management or marketing-related subjects. This revised edition contains three new and longer cases in the appendix, to supplement the shorter individual cases in each chapter, longer consolidation case studies, and self-test and examination questions.

1. What is Marketing 2. The Marketing Context 3. Customers and competitors 4. Buyer behaviour 5. Marketing research 6. Marketing strategy 7. Products: characteristics and strategies 8. Pricing: influences, strategies and methods 9. Promotions I: marketing communications 10. Promotions II: impersonal marketing communications 11. Place: marketing channels 12. Marketing decisions and planning