Chapter 1 : Introduction

Chapter 2 : Overview of marketing (History and Theory)

Chapter 3 : The marketing environment

Chapter 4 : Consumer behaviour

Chapter 5 : Oranisational buyer behaviour

Chapter 6 : Market segmentation, targeting and positioning

Chapter 7 : Customer Relation Maketing (CRM)

Chapter 8 : Branding and prodcut development

Chapter 9 : Prodcut innovation and the life cycle approach

Chapter 10 : Promotion

Chapter 11 : Pricing

Chapter 12 : Distribution

Chapter 13 : Corporate Social Resposiblilty (CSR)

Essential reading

Kotler, P. and G. Armstrong Principles of marketing. (Upper Saddle River, NJ: Pearson Prentice Hall, 2012) 14th international edition [ISBN 9780273752431].

Can be found online- Print according to chapters

	Created by Dawn Lim over 8 years ago

Degree Principle of marketing Note on POM Prep, created by Dawn Lim on 19/08/2017.