Contents -- Introduction -- 1 Marketing: separating fact from fiction -- The marketing concept -- The benefits of being marketing oriented -- 2 The marketing environment -- The macro environment -- The micro environment -- Monitoring the micro/macro environments -- 3 Customers in all their glory -- The consumer market -- The business-to-business market (B2B) -- Consumer buying process -- Organisational buying behaviour -- 4 Using research to make informed decisions -- Marketing research -- Analysing and presenting the findings -- 5 Product management -- Product management -- Anatomy of a product -- Classification of products -- The product life cycle -- Extending the life of the product -- The product adoption process -- Developing new products -- 6 Right time, right place, right quantity, right condition -- The role and importance of place -- Market coverage -- Distribution logistics -- 7 You paid how much? -- Price setting -- Pricing perspectives -- Different pricing techniques -- 8 How communication works -- The two-stage communication process -- How to communicate a message -- Co-ordinated marketing communication (CMC) -- 9 Services marketingvs marketing services -- The extended marketing mix for services -- Challenges facing service providers -- Marketing charities and small businesses -- 10 How to create a marketing plan -- Gap analysis -- Mission statements -- Objectives -- Strategy -- Tactics -- Evaluation -- 11 Sustainable marketing in the 21st century -- Historical perspective -- You say social, I say societal -- Profit -- People -- Planet -- 12 Questions answered.