1. The role of marketing -- 2. Consumer psychology -- 3. Social influences on buyer behaviour -- 4. Models of buyer behaviour -- 5. Organisational buying behaviour -- 6. Segmentation and positioning -- 7. Marketing research -- 8. Sales forecasting and market potential -- 9. Developing marketing strategy -- 10. Competitive strategies -- 11. Marketing planning and implementation -- 12. Product planning -- 13. Planning new and mature products -- 14. Market testing -- 15. Promotion planning -- 16. Advertising objectives and assessment -- 17. Planning advertising and sales promotion -- 18. Salesforce planning -- 19. Salesforce motivation and control -- 20. Channel structure and conduct -- 21. Channel and distribution planning -- 22. Price planning -- 23. International marketing / Joe Penn -- 24. The broader application of marketing / Richard Christy -- 25. Organising and appraising marketing operations -- 26. Challenges to marketing.

Offering a broad, contemporary approach to the concepts and techniques of the marketing process, this study explains how to plan an organizational marketing activity, emphasizing the behavioural aspects of consumer buying decisions.

undergraduate postgraduate.