Contents -- List of figures -- List of tables -- Introduction -- Chapter one Marketing - the basics -- How does marketing differ from selling? -- Product -- Price -- Promotion -- Place -- Marketing planning -- Summary -- Chapter two The effective use of marketing research -- Why is marketing research necessary? -- Methods of obtaining data for market research -- Field research -- Desk research -- Product and statistical information -- Consumer information -- How to plan your marketing research -- Practical examples -- Summary -- Chapter three Situation analysis -- Internal market research -- Market segmentation -- Information checklists -- How to present the information -- Situation analysis -- Setting marketing objectives -- Marketing strategies -- Action plans -- Summary -- Chapter four Websites and e-commerce -- Websites -- Setting up a website -- Internal websites (Intranets) -- Setting up an online shop -- Other useful website tools -- Social media -- What does the future hold? -- Summary -- Chapter five The role of public relations in the internet age -- The PR resource -- The public relations programme - objectives and strategies -- Some tools used in public relations -- Key channels of communication used in public relations -- Online public relations -- Other roles of public relations -- Summary -- Chapter six Channels to market -- Marketing channels -- Physical distribution, warehousing and factory location -- Examples of strategies for distribution -- Summary -- Chapter seven Advertising and sales promotion -- Advertising -- Online advertising -- Planning your advertising campaign -- Sales promotion -- Examples of strategies for advertising and sales promotion -- Summary -- Chapter eight Promotional materials, presentations and exhibitions -- Sales literature -- Presentations -- Exhibitions.

Examples of strategies involving exhibitions -- Summary -- Chapter nine Products and pricing -- The product portfolio -- Examples of product strategies -- Product pricing -- Examples of pricing strategies -- Launching a new product -- Summary -- Chapter ten Application selling -- The concept -- Preparation of key material -- Preparing the application manual, customer and training presentations -- The introduction programme -- Summary -- Chapter eleven Getting into overseas markets -- The benefits of exporting -- Assistance for exporters -- Overseas markets -- Individual export markets -- Summary -- Useful websites -- Index.