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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
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