Marketing in the 21st century
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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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