Pt. 1. Customers and markets. Customer centrality ; Management of exchange ; Evolution of marketing ; Relationship marketing ; The leaky bucket theory ; Postmodern marketing ; The marketing environment ; Marketing research ; The marketing audit ; Competitive advantage ; Porter's competitive strategies ; Strategic planning ; Marketing planning ; Globalisation ; Consumerism -- Pt. 2. The offer. Product as a bundle of benefits ; Product anatomy ; Core product ; Added value ; Service products ; The product life cycle ; New product development ; Diffusion of innovation ; Quality ; Elasticity of demand ; Demand pricing ; Price skimming ; Psychological pricing ; Not-for-profit marketing -- Pt. 3. Approaching customers. Need satisfaction ; Involvement ; Segmentation ; Targeting ; The marketing mix ; The elaboration likelihood model ; Reference groups ; Distribution ; Channel management ; Logistics ; The stages of development model of international market entry ; Market share -- Pt. 4. Promotion. Branding ; Brand personality ; Positioning ; The communications mix ; The Schramm model of communication ; Advertising: the weak and strong theories ; Sales promotion ; Corporate reputation ; Personal selling ; Key account selling ; Integrated marketing communication.