relations : principles and practice -- Sponsorship -- Direct marketing and personal selling -- Sales promotion, field marketing …Introduction to marketing communications -- Introducing marketing communications -- Marketing communications : issues … theory -- Contemporary interpretations of buyer behaviour -- How does marketing communications work? -- Managing marketing …

"Marketing attempts to influence the way consumers behave. These attempts have implications for the organizations …

-- Chapter 1 Strategic marketing -- Sustainable competitive advantage -- Gaining strategic competitive advantage -- Analysis of … the strategic situation -- The current situational advantages -- Strategic marketing objectives -- Identifying and … -- Services offered -- Service strategy -- Type of customers SOFLA is trying to attract -- Current marketing efforts …