Table of Contents

Part I: Introduction to Marketing; The Marketing plan; Environmental factors; Market research; Market segmentation and buyer behaviour:
Part II: Products, NPD and innovation; Pricing; Promotions; Place:
Part III: Analysing competitors and competitive advantage; Targeting, positioning and branding strategy; Implementation; Control

Promotional Information

* Thoughtfully written to accommodate the time pressures on students and lecturers * An online resource accompanies the book featuring additional case material, a tutor work plan and PowerPoint overheads * International appeal, featuring topics such as global branding

About the Author

Graeme has a background in management consultancy, and is now a full-time Lecturer in Marketing at Napier University Business School, Edinburgh. He teaches a wide range of undergraduate, professional (CIM) and postgraduate marketing courses and acts as Programme Leader for Napier's MSc. Marketing programme. He has an hons. degree in Engineering and an MBA (both from Heriot-Watt University). Graeme's current research interests focus on developing market orientation within public sector organisations and has recently published (with J Ensor): 'Marketing orientation applied to police service strategies', International Journal of Public Sector Management. Vol. 13 No. 6 John is Head of the School of Marketing and Tourism at Napier University Business School, Edinburgh. John has an MBA from Cranfield Business School, is a Fellow and has Chartered Status of the Institute of Marketing. Apart from this academic background he has considerable business experience in the retail sector. He has undertaken consultancy and led training programmes in a wide range of organisations both in the public and private sector. John's main research interests lie in the area of creativity and innovation in knowledge based service industries.