Pt. 1. Markets and marketing. Definition -- Customer power and satisfaction -- Trends in marketing -- New ideas in marketing -- Major challenges -- Deficiencies of marketing -- Criticisms of marketing -- Skills -- Careers -- pt. 2. Marketing strategy. Segmentation --Targeting -- Positioning -- Differentiation -- Innovation -- pt. 3. Marketing tools (the 4Ps ). Product. Brands and branding -- Service -- Price -- Place (distribution) -- Promotion -- Advertising -- Public relations -- Sales promotion -- Sales management and selling -- Sponsorships -- Buzz marketing -- Media -- pt. 4. Marketing planning. Marketing research -- pt. 5. Marketing organization -- pt. 6. Marketing control -- pt. 7. Marketing areas of application. Consumer packaged goods -- Retail marketing -- Small-business marketing -- Direst marketing. Loyalty marketing -- CRM and database marketing -- Internet marketing -- Professional service marketing -- Personal marketing -- International marketing -- Place marketing -- Recession marketing -- Political marketing -- Social responsibility marketing -- pt. 8. Marketing excellence.
