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# Contents

- Introduction
- Learning outcomes
- 1 What is marketing?
  - 1.1 Added value
  - 1.2 The marketing concept
  - 1.3 Process and philosophy
  - 1.4 Exchange
  - 1.5 Marketing orientation: trains, cars and bankruptcy
  - 1.6 Internal marketing
  - 1.7 The Austin Seven
- 2 Marketing and ethics
  - 2.1 Ethics in practice
  - 2.2 Ethical theories
- 3 Brand basics
  - 3.1 The origin of brands
  - 3.2 Defining what a brand is
  - 3.3 The relevance of brands to organisations
  - 3.4 Embracing brand benefits
  - 3.5 The relevance of brands to consumers
  - 3.6 Brand equity
- 4 International marketing in turbulent times
- Conclusion
- Keep on learning
- Glossary
- References
- Acknowledgements

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