Review from previous edition Fundamentals of Marketing is a mini bible when it comes to understanding the basics of marketing - especially for students who do not come from a marketing background.
Part 1: Understanding customers 1: Marketing principles and society 2: Understanding customer behaviour 3: Marketing research and customer insightPart 2: Designing and delivering the marketing strategy 4: Marketing environment and strategy 5: Market segmentation and positioningPart 3: Implementing the marketing mix 6: Proposition and branding decisions 7: Pricing and value creation 8: Marketing communications and principles 9: Managing channels and distribution 10: Digital and social media marketingPart 4: Managing marketing relationship 11: Services marketing and customer experience management 12: Marketing, society, sustainability, and ethics
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