List of figures List of tables Introduction 1 Marketing - The basics How does marketing differ from selling? Product Price Promotion Place Marketing Planning Summary 2 The effective use of marketing research Why is marketing research necessary? Methods of obtaining data for market research Field research Desk research Product and statistical information Consumer information How to plan your marketing research Practical examples Summary 3 Situation analysis Internal market research Market segmentation Information checklists How to present the information Situation analysis Setting marketing objectives Marketing strategies Action plans Summary 4 Websites and e-commerce Websites Setting up a website Internal websites (Intranets) Setting up an online shop Other useful website tools Social media What does the future hold? Summary 5 The role of public relations in the internet age The PR resource The public relations programme - objectives and strategies Some tools used in public relations Key channels of communication used in public relations Online public relations Other roles of public relations Summary 6 Channels to market Marketing channels Physical distribution, warehousing and actory location Examples of strategies for distribution Summary 7 Advertising and sales promotion Advertising Online Advertising Planning your advertising campaign Sales promotion Examples of strategies for advertising and sales promotion Summary 8 Promotional materials, presentations and exhibitions Sales literature Presentations Exhibitions Examples of strategies involving exhibitions Summary 9 Products and pricing The product portfolio Examples of product strategies Product pricing Examples of pricing strategies Launching a new product Summary 10 Application selling The concept Preparation of key material Preparing the application manual, customer and training presentations The introduction programme Summary 11 Getting into overseas markets The benefits of exporting Assistance for exporters Overseas markets Individual export markets Summary Useful websites Index.