What is marketing in the 21st century really about ?
How do you analyse markets and competitors,position your brand,and buil a strategic marketing plan?
How do you apply marketing techniques to consumer ,industrial,services,and business-to-business market?
The answers to these quetions and more can be found in Principles of Marketing ,now in its second edition .This concise text offers a thoroughly readable,up-to-date analysis of marketing in practice .Using a wide selection of examples,Geoff

Figures in main text ix
Tables in main text xi
Preface xiii
1 Introcuction
2 Marketing strategy :delivering customer value
3 E-commerce and marketing
4 Understanding environments and markets
5 Understanding customers and consumers
6 Marketing information
7 Segmentation and targeting
8 differentiation and positioning
9 Product policy and branding
10 New product development
11 Pricing
12 Marketing communications
13 Personal selling
14 Distribution
15 Marketing of services
16 Business-to-business marketing
17 International marketing
18 Putting it all together-marketing planning
Bibiography
Index

This update second edition features:
New sections on e-commerce,'new' marketing,marketing ethics,and technical developments such as data warehousing and data mining Updated and expanded referencesa to help the reader expore further
A new design and clear layout
Incorporation of learing objectives
Additional web material at www.thomsonlearning.co.uk