Table of Contents

1.Marketing: Development and Scope of the Subject 2. Strategic Marketing and the Planning Process 3. Consumer Buyer Behaviour 4. Industrial Buyer Behaviour 5. Marketing Research 6. Segmentation, Targeting and Positioning 7. Branding 8. Product 9. Pricing 10. Promotion 11. Place 12. Virtual Marketing 10. Planning and Implementation

About the Author

Heriot-Watt University, Edinburgh, UK St Andrews University, UK