Chapter 7. Business-to-business marketing: organizational buying behaviour, relationships and networksChapter 8. Marketing research; Chapter 9. Quantitative methods in marketing; Chapter 10. Market segmentation; Part Three: Managing the Marketing Function; Chapter 11. Managing the marketing mix;...

'Marketing Strategy and Management' retains the traditional functional approach to marketing but incorporates research and topical examples and cases to encourage students to apply theoretical principles and frameworks to practical real-world situations