David Mercer is a senior lecturer at the Open Business School. He has chaired the university's marketing courses at all levels, from certificate to MBA - where this book is, for instance, used as the set book on the foundation course. His previous career included FMCG brand and marketing management for a range of multinationals, including 15 years with IBM, as well as general management in manufacturing and retail organisations. More recently he has also been advising organisations and governments, at home and abroad, on strategy as well as marketing.

• Acknowledgement. 1. Introduction.2. The Customer.3. Marketing Research and Information.4. Market Positioning and Segmentation.5. Product or Service Decisions.6. New Products.7. Pricing Decisions.8. Distribution Decisions.9. Advertising.10. Other Forms of Promotion.11. Selling and Sales Management.12. International Marketing.13. The External Environment.14. Marketing Planning.Index.