Part 1: The How and Why of Marketing 1. What Makes Markets 2. How Markets Work 3. Getting Goods to Market: Distributive Trades 4. The Market as a Behavioural System Part 2: The Measurement of Marketing 5. Predicting the Market Future 6. The Examination of Markets 7. Evaluating the Company’s Performance 8. Financial Controls Part 3: Planning for Marketing 9. Product Planning 10. Pricing Strategy 11. Market-Testing New Products 12. The Management of Marketing Part 4: Marketing Communications 13. Sales Management, Organisation, Control 14. Sales Promotion: Pushing Products to the Buyers 15. Advertising: Pulling Buyers to the Products 16. Persuasive Publicity: Press Relations. Conclusion.
Biography
John Winkler
