STP - the fundamentals of segmentation, targeting and positioning
p. 123
Marketing information system (MIS)
p. 139
Marketing research and market research
p. 143
The strategy and methodology of strategic marketing decisions
p. 161
The fundamentals of product policy
p. 179
Designing, developing and launching new products
p. 205
The fundamentals of pricing
p. 225
Distribution policy
p. 243
Marketing communication
p. 273
Advertising
p. 291
Sales promotion and personal selling
p. 323
Publicity and PR
p. 339
An integrated marketing mix
p. 359
Marketing and the organization
p. 387
Law and ethics in marketing
p. 401
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