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viii | |
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Introduction |
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1 | (10) |
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01 Introduction to marketing |
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11 | (12) |
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12 | (1) |
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Marketing in the internet era |
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13 | (8) |
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Online video courses and lectures |
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21 | (1) |
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Online video case studies |
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22 | (1) |
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23 | (28) |
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25 | (4) |
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Features, benefits and proofs |
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29 | (1) |
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30 | (7) |
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37 | (9) |
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What market segmentation can help a business achieve |
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46 | (3) |
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Online video courses and lectures |
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49 | (1) |
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Online video case studies |
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49 | (2) |
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51 | (31) |
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Devising marketing strategy - the overview |
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54 | (7) |
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Getting the measure of markets |
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61 | (7) |
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68 | (3) |
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71 | (5) |
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76 | (4) |
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Online video courses and lectures |
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80 | (1) |
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Online video case studies |
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80 | (2) |
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82 | (15) |
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Generic product categories |
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85 | (1) |
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Product/service life cycle |
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86 | (5) |
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91 | (4) |
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Online video courses and lectures |
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95 | (1) |
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Online video case studies |
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96 | (1) |
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05 Advertising and promotion |
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97 | (21) |
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98 | (8) |
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Websites and effective internet presence |
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106 | (2) |
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108 | (6) |
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114 | (3) |
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Online video courses and lectures |
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117 | (1) |
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Online video case studies |
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117 | (1) |
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06 Place and distribution |
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118 | (19) |
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119 | (3) |
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122 | (4) |
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126 | (5) |
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131 | (4) |
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Online video courses and lectures |
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135 | (1) |
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136 | (1) |
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137 | (14) |
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Economic theory and pricing strategy |
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138 | (5) |
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Pricing strategies - the marketing options |
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143 | (3) |
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146 | (1) |
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Review your products and services |
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146 | (3) |
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Online video courses and lectures |
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149 | (1) |
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Online video case studies |
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150 | (1) |
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08 People: managing the marketing organization |
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151 | (29) |
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Marketing strategy vs structure, people and systems |
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152 | (1) |
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152 | (12) |
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164 | (1) |
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165 | (4) |
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169 | (4) |
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173 | (5) |
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Online video courses and lectures |
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178 | (1) |
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Online video case studies |
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179 | (1) |
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180 | (15) |
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Quantitative research and analysis |
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181 | (4) |
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185 | (3) |
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188 | (1) |
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189 | (4) |
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Online video courses and lectures |
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193 | (1) |
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193 | (2) |
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195 | (15) |
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196 | (1) |
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197 | (1) |
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198 | (5) |
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203 | (5) |
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Online video courses and lectures |
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208 | (1) |
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Online video case studies |
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209 | (1) |
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11 Marketing plans and budgets |
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210 | (13) |
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Shaping marketing plans - tools and techniques |
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210 | (4) |
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Marketing and business plans |
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214 | (4) |
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218 | (4) |
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Online video courses and lectures |
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222 | (1) |
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Online video case studies |
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222 | (1) |
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12 Essential accounting and finance for marketing |
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223 | (42) |
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223 | (16) |
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239 | (8) |
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Pricing decisions and their relationship with costs, volume and ultimately profits |
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247 | (9) |
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256 | (4) |
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Marketing investment decisions |
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260 | (3) |
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Online video courses and lectures |
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263 | (1) |
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Online video case studies |
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263 | (2) |
Index |
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265 | |