Includes index.

Contents: Fundamentals of modern marketing thought: Marketing in the modern firm -- Marketing planning: an overview of marketing -- Understanding consumer behaviour -- Understanding organizational buying behaviour -- The Marketing environment -- Marketing research and information systems -- Market segmentation and positioning -- Marketing mix decisions: Managing products: brand and corporate identity management -- Managing products: Product life cycle, portfolio planning and product growth strategies -- Developing new products -- Personal selling and sales management -- Direct marketing -- Internet marketing -- Other promotional mix methods -- Distribution -- Competition and marketing: Analysing competitors and creating a competitive advantage -- Competitive marketing strategy -- Marketing implementation and application: Managing marketing implementation, organization and cotrol -- Marketing services -- International marketing .