Geoff Lancaster, Frank Withpson

• Chapter 1 the development of marketing and marketing orientation; Chapter 2 marketing planning and budgeting; Chapter 3 the marketing mix and related tools: overview and issues; Chapter 4 the marketing mix: product; Chapter 5 the marketing mix: price; Chapter 6 the marketing mix: place; Chapter 7 the marketing mix: promotion; Chapter 8 the marketing mix: people, service, customer care and customer relationship management (CRM); Chapter 9 marketing in context: further and future issues, integrating the marketing mix;

Geoff Lancaster, Frank Withpson

• Chapter 1 the development of marketing and marketing orientation; Chapter 2 marketing planning and budgeting; Chapter 3 the marketing mix and related tools: overview and issues; Chapter 4 the marketing mix: product; Chapter 5 the marketing mix: price; Chapter 6 the marketing mix: place; Chapter 7 the marketing mix: promotion; Chapter 8 the marketing mix: people, service, customer care and customer relationship management (CRM); Chapter 9 marketing in context: further and future issues, integrating the marketing mix;