Pt. 1. Introduction to marketing. An 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 -- pt. 2. Implementing marketing mix strategies. Product decisions -- Developing and managing products -- Marketing channels and the role of intermediaries -- Marketing communication -- Implementing marketing communication mix strategies -- Pricing concepts and setting the right price -- Putting it all together: the strategic marketing plan -- pt. 3. Specialised marketing. Marketing in specialised markets.