Table of Contents

Preface; The development of marketing and marketing orientation; Marketing planning and budgeting; The marketing mix: product; The marketing mix: new product development and portfolio management; The marketing mix: price; The marketing mix: place; The marketing mix: promotion; The marketing mix: service and customer care; Marketing in context; Appendices - Guidance on exam preparation; Assignment-based assessment; Answers and debriefings; Examination papers and examiners' reports: December 2005 and June 2006; Curriculum information and reading list; Index.

About the Author

Frank Withey