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Essential Marketing Skills
Peter Rix

Table of Contents


Preface

Part A: MARKETING PRINCIPLES
1. Marketing in the 21st Century
2. Analysing the current situation
3. Gathering marketing information
4. Market segmentation, targeting and positioning
5. Understanding consumer and business markets

PART B: The Marketing Mix
6. The marketing mix - product strategies
7. The marketing mix - pricing strategies
8. The marketing mix - distribution strategies
9. The marketing mix - promotion strategies
10. Financial aspects of marketing








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