Description

The following chapters are covered:

Chapter 1: Introduction to marketing
Chapter 2: Marketing segmentation, targeting and positioning strategies
Chapter 3: Product decisions
Chapter 4: Pricing decisions
Chapter 5: Place decisions
Chapter 6: Promotion decisions
Chapter 7: Marketing ethics
Chapter 8: Introduction to public relations
Chapter 9: Public relations techniques
Chapter 10: Public relations skills/ Competences
Chapter 11: Media regulation in public relations
Chapter 12: Media law
Chapter 13: Ethics and corporate social responsibility
Chapter 14: Emerging issues and trends