Includes bibliographical references and index.

Contents: 1. Fundamentals of modern marketing thought: Marketing in the modern organization -- Marketing planning: an overview of marking -- 2. Marketing analysis: The marking environment -- Understanding consumer behavior -- Understanding organization buying behaviour Understanding marketing ethics and corporate social responsibility -- Marketing research and information systems -- Market segmentation and positioning 3. Marking mix decisions product: Branding and corporate identity management -- Services marketing -- Managing products: product life-cycle, portfolio planning and product growth strategies -- Developing new products -- Pricing strategy -- Integrated marketing communications -- Mas marking communications -- Direct marketing communications -- Distribution -- Digital marketing and social media -- 4. Competition and marketing: Analysing competitors and creating a competitive advantage -- competitive marketing strategy -- Global marketing strategy 5. Marking implementation and application: Managing marking implementation, organization and control --