Part One: Introduction
1. Economics and the economy
2. Tools of economic analysis
3. Demand, supply, and the market
4. Elasticities of demand and supply
Part Two: Microeconomics
5. Consumer choice and demand decisions
6. Introducing supply decisions
7. Costs and supply
8. Perfect competition and pure monopoly
9. Market structure and imperfect competition
10. The labour market
11. Different types of labour
12. Factor markets and income distribution
13. Risk and information
14. The information economy
Part Three: Welfare Economics
15. Welfare economics
16. Government spending and revenue
17. Industrial policy and competition policy
18. Natural monopoly: public or private?
Part Four: Macroeconomics
19: Intro to macroeconomics
20: Output and aggregate demand
21: Fiscal policy and foreign trade
22. Money and Banking
23. Interest rates and monetary transmission
24. Monetary and fiscal policy
25. Aggregate supply, prices and the adjustment to shocks
26. Inflation, expectations, and credibility
27. Unemployment
28. Exchange rates and the balance of payments
29: Open economy macroeconomics
30. Economic Growth
31. Business cycles
32. Macroeconomics: taking stock
Part Five: The World Economy
33: International trade
34: Exchange rate regimes
35: European integration
36: Less developed countries
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Part One: Marketing Perspective and Context
1. The Marketing Culture
2. The Marketing Environment
3. Understanding the Behaviour of Customers
4. Market segmentation, targeting and positioning
Part Two: The Marketing Tools
5. Marketing Information Systems and Research
6. The product (or service)
7. Pricing
8. Channels of distribution and logistics
9. Marketing communications
10. Selling and sales management
Part Three: Marketing Planning and Decision-Making
11. Sales Forecasting
12. Marketing planning: combining the marketing mix
Part Four: Marketing's Wider Issues
13. Customer care and relationship marketing
14. International Marketing
Part Five: Case Studies
15. Undertaking extended case studies
16. Undertaking mini case studies
Appendix 1: Further strategic marketing planning tools
Appendix 2: Extended case studies: further useful concepts
and definitions
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