CONTENTS -- List of figures -- List of tables -- References -- About the author -- Acknowledgements -- Foreword -- 1 The concept of marketing -- Introduction -- The concept of marketing -- 2 The marketing process -- The process -- The product -- Segmentation -- The marketing mix -- Critical success factors -- Marketing information system -- 3 Marketing Analysis -- Marketing audit -- Competitor analysis -- Customer analysis -- Strengths, weaknesses, opportunities and threats analysis -- 4 The marketing planning process -- Values and mission statement for the business -- The key elements in the marketing plan -- The product plan -- The pricing plan -- The distribution plan -- The promotion plan -- The marketing plan -- 5 Service, quality and relationships -- Customer service -- Empowerment -- Customer satisfaction -- Quality -- Business relationships -- 6 From local to global -- Cultural differences -- Globalisation -- Agency laws in the European Union -- Organising marketing in foreign countries -- Foreign marketing relationships -- Final word -- Index.