Unit 1 The Marketing Concept 1
Unit 2 The Marketing Environment 11
Unit 3 Marketing Research 25
Unit 4 Target Market 39
Unit 5 New Product Development 49
Unit 6 Branding 63
Unit 7 Packaging 75
Unit 8 Pricing 91
Unit 9 Distribution 107
Unit 10 Advertising 117
Unit 11 Sales Promotion 129
Unit 12 Public Relations 139
Unit 13 Personal Selling 147
Unit 14 On-line Marketing 157
Unit 15 International Marketing 167
Unit 16 Green Marketing 181
Acknowledgements 193