What is marketing? -- The marketing model -- Issues raised by the marketing model -- In search of "good marketing " -- The marketing process -- Writing the marketing plan -- Marketing research -- Chakravati's piano, or, why you need market research... -- The strategic audit -- The connect inc case study -- Vision and objectives -- How will we grow? -- How will we compete? -- What will drive us? -- Who will we serve? -- Branding -- The segment audit -- The value proposition -- Relationship management -- Brand management -- Functional alignment -- Portfolio management -- The tactical audit -- The four P's... or the four C's? -- Product -- Place -- Promotion -- Price -- The ambient ltd case study -- The marketing health check -- Getting further help

1. Marketing
2. Strategic planning