Marketing Principles and Practice

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Supplemental Materials

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What is Marketing?
Products, Services and Benefits
The Marketing Environment
The Competitive Environment
Buyer Behaviour
Organisational Buyer Behaviour
Customers, Market Segmentation and Targeting
Marketing Information
The Market Offering
Product xxx
The Fundamental Marketing Concept
Intangible Products and Building Relationships that Last
Making Products Available
Price, Quality and Value
Marketing Communications and Media
Promotional Planning
Advertising and Direct Marketing
Publicity, Sales Promotion and Sponsorship
Selling
Marketing Planning and Product Policy
Product Analysis and New Product Development
Research for Marketing
Organising for Marketing
Consumerism, Ethics and Social Responsibility
International Marketing
Marketing in Action
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