PART 1:
MARKETING FUNDAMENTALS
PART 2:
PRINCIPLES OF MARKETING MANAGEMENT
PART 3:
THE MARKETING MIX PRINCIPLE
PART 4:
PRINCIPLES OF RELATIONAL MARKETING
PART 5:
CONTEMPORARY MARKETING PRACTICE
01
Case and practitioner insights
RM - Fiona McClean
Academic insight
Professor Michael Saren, School of Management, University of Leicester: Why is it important to be critical in marketing?
02
Case and practitioner insights
Michelin Tyres - Helen Tattersall
Academic insight
Dr Paul Baines, Cranfield School of Management, Cranfield University: Why analysing the marketing environment is the key to marketing success
03
Case and practitioner insights
Tyrrells Potato Chips - Will Chase
Academic insight
Professor Jagdish Sheth, Emory University, USA: The consumer buying psyche
04
Case and practitioner insights
Bunnyfoot - Sarah Ronald
Academic insight
Dr Kelly Page, Cardiff Business School: How the world's best companies use market research effectively
05
Case and practitioner insights
Innocent Drinks - Dan Germain
Academic insight
Professor Nigel Piercy, Warwick Business School: The rhetoric and realities of marketing strategy
06
Case and practitioner insights
Stagecoach - Elaine Rosscraig
Academic insight
Gareth Smith, Loughborough University Business School: Market positioning and the UK automobile industry
07
Case and practitioner insights
Chartered Institute of Marketing - Gordon Donkin
Academic insight
Professor Stan Paliwoda, University of Strathclyde: Do global consumers really exist?
08
Case and practitioner insights
Molly Maid - Pam Bader
Academic insight
Professor Malcolm McDonald, Cranfield School of Management, Cranfield University: Why some marketing programmes fail and others don't
09
Case and practitioner insights
Philips Electrical
Academic insight
Dr Stuart Roper, Manchester Business School: A brief history of branding
10
Case and practitioner insights
P&O Ferries - Simon Jones
Academic insight
Tom Chapman: University of Portsmouth: Pricing: marketing's forgotten holy grail
11
Case and practitioner insights
London Eye - Helen Bull
Academic insight
Chris Fill, University of Portsmouth: The changing nature of marketing communications
12
Case and practitioner insights
London Zoo - James Bailey
Academic insight
Beth Rogers, University of Portsmouth: Issues in sales management and planning
13
Case and practitioner insights
Pergo - Cristian Stenstrom
Academic insight
John Egan, Middlesex University Business School: To integrate or not to integrate your marketing communications?
14
Case and practitioner insights
Ekinoks - Alper Behar
Academic insight
Dr Fiona Ellis-Chadwick, Loughborough University Business School: How IT has transformed retail marketing
15
Case and practitioner insights
Radisson SAS - John Kennedy
Academic insight
Professor Christine Ennew, Nottingham University Business School: The importance of quality and experience in services marketing
16
Case and practitioner insights
Reed Smith - Victoria Gregory
Academic insight
Professor Caroline Tynan, Nottingham University Business School: Managing buyer-seller interactions to achieve marketing success
17
Case and practitioner insights
AA - Kerry Cooper
Academic insight
Professor Hugh Wilson, Cranfield School of Management, Cranfield University: Actioning customer insight: the 6 Is of CRM
18
Case and practitioner insights
National Trust - Sandra Thompson
Academic insight
Dr Mairead Brady, Trinity College Dublin: New technology and marketing
19
Case and practitioner insights
Livity - Sam Conniff and Michelle Clothier
Academic insight
Dr Pam Odih, Goldsmiths, University of London: Advertising and Postmodern Consumer Culture
20
Case and practitioner insights
Co-operative Insurance Society - Kelvin Collins
Academic insight
TBC: Why ethics in marketing is more important than ever before
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