Contents -- List of Figures -- List of Tables -- Introduction -- 01 Introduction to marketing -- Understanding markets -- The marketing mix -- Marketing in the internet era -- 02 Buyer behaviour -- Understanding customers -- Features, benefits and proofs -- Market research -- Avoiding customer default -- 03 Marketing strategy -- Devising marketing strategy - the overview -- Getting the measure of markets -- Segmenting markets -- 04 Products and services -- Generic product categories -- Product/service life cycle -- Quality -- 05 Advertising and promotion -- The rules of advertising -- Websites and effective internet presence -- Tracking website traffic -- Selling -- 06 Place and distribution -- Channel structures -- Channels of distribution -- Logistics -- Outsourcing -- 07 Pricing -- Economic theory and pricing strategy -- Pricing decisions and their relationship with costs, volume and ultimately profits -- Pricing strategies - the marketing options -- Review your products and services -- 08 Maths for marketing -- Quantitative research and analysis -- Forecasting -- Surveys and sample size -- Marketing operations -- Marketing investment decisions -- 09 Managing the marketing organization -- Marketing strategy vs structure, people and systems -- Structures - the options -- People -- Systems -- 10 Marketing and the law -- Trading regulations -- Employment legislation -- Intellectual property -- Ethics in marketing -- 11 Marketing plans and budgets -- Shaping marketing plans - tools and techniques -- Marketing and business plans -- Budgets and variances -- 12 The core -- Accounting and finance -- Organizational behaviour -- Strategy.