Y1 - Cross Cultural Marketing

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1. Chapter 1: Marketing Today
2. Introduction
3. What is marketing?
4. Mixed terminology: concept, philosophy or function?
5. What marketing is not
6. Before marketing
7. The evolution of marketing
8. Demand and supply
9. Exchanges
10. Markets
11. Focusing on customers
12. Customers or consumers?
13. Marketing’s changing emphasis
14. Retaining valuable customers
15. Introducing the marketing mix
16. Marketing today and tomorrow
17. Marketing in the Internet age
18. Conversations and connectivity in the marketplace
19. Marketing automation
20. Social change
21. Information overload
22. Marketing metrics
23. Consumerism
24. Ethical consumption
25. Chapter 2: The Marketing Environment
26. 2.1 Marketing Environment Challenges
27. 2.2 Introduction
28. 2.3 Market Dynamics
29. 2.4 Asset-Led Marketing
30. 2.5 Suppliers and Distribution Partners

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