The Oxford Textbook of Marketing

PART ONE: CUSTOMERS, MARKETS AND MARKETING 1. Introduction: What is Marketing About? 2. Market Orientation and its Implications 3. The Consumer in the European Union 4. Intermediaries 5. The Structure of EU Industry and Services Case 1: Return PART TWO: UNDERSTANDING AND ASSESSING BUYER BEHAVIOUR 6. Consumer Behaviour 7. Organizational Buying Behaviour 8. Market Information and Research Case 2: Newland plc PART THREE: THE PRODUCT OFFERING 9. The Marketing Mix as a Creator of Differentiation 10. Pricing 11. Marketing Channel Management 12. Marketing Communications 13. Sales Force Management 14. Product Management Case 3: Chinese Business Service Centre PART FOUR: FORMULATING AND IMPLEMENTING MARKETING STRATEGY 15. Offerings and Markets: the Main Elements of Strategic Marketing Decisions 16. Market Segmentation 17. Interdepartmental Interfaces 18. Strategic Marketing in a Modern Economy 19. Marketing Planning Case 4: The Peerless Saw Company PART FIVE: ISSUES IN IMPLEMENTING MARKETING STRATEGIES 20. Brand Management 21. The Marketing of Services 22. Relationship Marketing in Consumer Markets 23. Relationship Marketing in Organizational Markets: from Competition to Co-operation 24. Designing and Marketing New Products and Services 25. Marketing in Small Firms 26. Direct Marketing Case 5: Fieldstone Ltd Glossary References Index