Introduction. Chapter by chapter. How to get the most out of this book. The business of marketing: What is marketing?; Strategic marketing in business; A very brief history of marketing; Where are we headed?; Classic marketeers verses the new marketing model; Case study: The five 'P's' in action; Smart plan: Part One; Chapter questions and exercises. Consumer behaviour: What is consumer behaviour?; Consumer behaviour influencers; Consumer behaviour and psychological make-up; Market segmentation and target groups; How people shop; The Everyman effect; Case study: Amazon.com and analytics; Smart plan: Part Two; Chapter questions and exercises. Product and brand development: Brands and branding; Managing and growing existing brands; Why are brands important?; Developing new products and brands; Organising for new product development; Case study: Pestages; Smart plan: Part three; Chapter questions and exercises. Strategic pricing: Basics of marketing finance; Profit - the bottom line; Pricing strategies; Case study: Exotic water; Smart plan: Part four; Chapter questions and exercises.

Distribution channel marketing: What are distribution channels and how do they work?; Distribution strategies; Developing and managing your sales force; Customer relationship marketing (CRM); Case study: Wal-Mart; Smart plan: Part five; Chapter questions and exercises. Promotion in marketing: The basic theories; Rational verses emotional selling; The communications revolution; Developing marketing communications; The creative process; Pitching the concept; Assessing marketing communications; Measuring effectiveness; Case study: Red Bull; Smart plan: Part six; Chapter questions and exercises. Appendix. Student resources. Glossary of terminology. Picture credits and acknowledgements. Working with ethics.