Introduction to marketing. An overview of marketing -- Analysing the external environment's influence on marketing -- Understanding consumer decision-making -- Analysing 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 -- Marketing communication strategy -- Implementing marketing communication mix strategies -- Pricing concepts and setting the right price -- Putting it all together: the strategic marketing plan -- Specialised marketing. Chapter 15. Marketing in specialised markets -- Sustainable marketing