ESCP Europe

"Each chapter is an explosion of ideas, introducing you to a dilemma faced by a real-life marketeer at an eclectic range of companies including Arsenal football club, Hilton Hotels and Electrolux. You'll hear from marketing academics and students, as well as practitioners and experts from other disciplines, explaining what decision they would have made in the same situation, before you discover how it worked out. This new and innovative approach will throw you into the exciting decision-making process and help you to understand all the key theories and "metrics" underpinning the discipline, whilst vividly bringing both the principles and practice of marketing to life" - in book jacket.

1 What is marketing? --- 2 Strategy and environment --- 3 Marketing research --- 4 Consumer behaviour --- 5 Business-to-business marketing --- 6 Segmentation, targeting, positioning and CRM --- 7 Creating the product --- 8 Managing the product --- 9 Services marketing --- 10 Pricing the product --- 11 Integrated marketing communications --- 12 Advertising, PR and sales --- 13 Retail and distribution.