Introduction to Marketing -- Overview of Marketing -- Analysing the Marketing Environment -- Understanding Consumer Decision-Making -- Assessing the Competitive Situation -- Information for Marketing Decision-Making and marketing Research -- Segmenting and Targeting Markets -- Positioning the Firm and its Products -- Implementing marketing mix strategies -- Product Decisions -- Developing and Managing Products -- Marketing Channels and the Role of Intermediaries -- Promotional Strategy and Marketing Communication -- Implementing Promotional Mix Strategies -- Pricing Concepts and Setting the Right Price -- Putting It All Together: The Strategic Marketing Plan -- Specialised Marketing -- Marketing in Specialised Markets.