Contents

1 Further definitions
2 Marketing orientations
2.1 Earlier approaches
2.1.1 Product orientation
2.2 Contemporary approaches
2.2.1 Customer orientation
2.2.2 Organizational orientation
2.2.3 Mutually beneficial exchange
2.2.4 Herd behavior
2.2.5 Further orientations
3 Marketing mix
4 The marketing environment
4.1 The macro-environment
4.2 The micro-environment
5 Marketing research
5.1 The Marketing Research Process
6 Market segmentation
6.1 Segment
6.2 Target
6.3 Position
7 Marketing communications
7.1 Personal sales
7.2 Sales promotion
7.3 Public Relations
7.4 Publicity
7.5 Advertising
7.6 Marketing communications "mix"
8 Marketing planning
8.1 Marketing planning process
8.2 Levels of marketing objectives within an organization
8.2.1 Corporate
8.2.2 Strategic business unit
8.2.3 Functional
9 Product Life Cycle
9.1 Introduction
9.2 Growth
9.3 Maturity
9.4 Decline
10 Areas of marketing specialization
11 See also
12 Related lists and outlines
13 References