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Table of Contents
1 Introduction - What do Marketing Professionals Do?
2 Consumer Behaviour and Business Buyer Behaviour
3 Marketing Metrics and Modelling - informing decisions
4 Market Research
5 The Marketing Environment
6 Customer Segmentation, Targeting and Positioning
7 Product (Goods and Services)
8 Physical Availability/Retailing/Packaging
9 Pricing and Discounting
11 Media Decisions
12 Strategic Marketing and Planning
13 Global Marketing
14 Social Responsibility and Ethics