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Table of Contents

I Introduction.- 1. Managerial Marketing.- 2. What is Marketing?.- 3. Factors and Developments Which Have Placed the Marketing in a Position of Prime Importance within the Company (After the Second World War).- 4. Marketing: the Price Paid and the Benefits Received.- 5. The Marketing Process.- 6. The Place of Marketing in the Organization of the Firm.- 7. The Management Process.- 8. Policy Problems in Marketing.- 9. Risks and Uncertainties: Their Meaning and Influence.- 10. The Planning Process and the Marketing Plan.- 11. Marketing Policy and the Financial Results of the Firm.- II Market and Demand.- 12. The Concepts of Market and Demand.- 13. Buyer Behaviour.- 14. The Extent of Demand.- 15. The Composition of Demand: Market Segmentation.- III The Principal Marketing Instruments.- 16. Product And Assortment Policy.- 17. Distribution Policy.- 18. Personal Selling and Advertising (and Sales Promotions) Policies.- 19. Pricing Policy.- IV Integration.- 20. Integrated Marketing Policy.- Appendix. The Development of Marketing Thought.- References.- List of Additional Literature.