Sharp B. Marketing. Theory, Evidence, Practice 2ed 2017

Textbook in PDF format

What Do Marketing Executives Do?
Consumer Behaviour and Business Buyer Behaviour
Meaningful Marketing Metrics
Market Research
The Marketing Environment
Customer Segmentation and Targeting
Product (Goods and Services)
Physical Availability, Retailing and Shopping
Pricing and Discounting
Selling and Sales Management
Advertising
Media Decisions
Developing and Implementing a Marketing Plan
Global Marketing
Ethics and Social Responsibility
Social Marketing