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Part 1 Fundamentals of modern marketing thought: marketing in the modern firm; marketing planning; understanding consumer behaviour; understanding organizational buying behaviour; the marketing environment; marketing research and information systems; marketing segmentation and positioning. Part 2 Marketing mix decisions: managing products; developing new products; pricing strategy; advertising; personal selling and sales management; direct marketing; other promotional mix methods; distribution. Part 3 Competition and marketing: analysing competitors and creating competitive advantage; competitive marketing strategy. Part 4 Marketing implementation and applications: marketing implementation, organization and control; marketing services; international marketing.