CONTENTS:

PART ONE: WHAT IS MARKETING ABOUT?
1. Marketing defined
2. Consumer behaviour
3. Marketing research

PART TWO: PRODUCT POLICY AND THE MARKETING MIX
4. Product policy and planning
5. Pricing and demand
6. Advertising and promotion: objectives and institutions
7. Advertising and promotion: campaign planning and evaluation

PART THREE: ORGANISATION FOR MARKETING
8. Organisation znd control
9. Channels of distribution
10. Sales management
11. Marketing industrial goods and services
12. International marketing