unit one introduction to marketing unit two marketing philosophies unit three marketing myopia and marketing strategies unit four how to do market research unit five making market segmentation work unit six developing a brand strategy unit seven differentiating with unique selling proposition unit eight new product development and product life cycle management unit nine pricing strategies for small businesses unit ten effective marketing communications unit eleven advertising unit twelve pop-up surveys to measure ad effectiveness unit thirteen case history marketing unit fourteen customer lifetime value unit fifteen integrated marketing campaign unit sixteen relationship marketing for higher education unit seventeen event marketing unit eighteen guerrilla marketing unit nineteen winning campaigns: sports marketing in the us unit twenty experience marketing at its best unit twenty-one internet marketing: user-friendly website design unit twenty-two marketing in the international context key to the exercises
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