Marketing: Principles of Customer-Centric Business Management is a concise text for
undergraduate introductory marketing courses. It gives insight into the most important areas of
the discipline and brings together theory and practical perspectives. The contents: - Marketing
as an applied science - Marketing planning - Objectives and strategies in marketing - Buyer
behaviour - Market research - Brand product sales pricing sales promotions and market
communications decisions - Marketing programme coordination This textbook is distinctive for
several reasons: it builds on a comprehensive section on customer behaviour and takes up
behavioural perspectives for an analysis of contemporary marketing it emphasizes qualitative
methods in all areas of market research and it connects the chapters with a marketing plan
activity that encourages students to progressively develop a marketing plan for a product of
their own choosing.
