Includes bibliographical reference.

Chapter 1. Marketing principles and strategies -- Lesson 1. Marketing and its traditional approaches -- Lesson 2. Goals of marketing -- Lesson 3. Contemporary approaches to marketing -- Chapter 2. Customer relationship : Customer service -- Lesson 1. Relationship marketing -- Lesson 2. Customer value -- Lesson 3. Customer relationship development strategies -- Lesson 4. Customer service strategy in the Philippine business enterprise -- Chapter 3. Market opportunity analysis and consumer analysis -- Lesson 1. Strategic marketing vs. Tactical marketing -- Lesson 2. The marketing environment -- Lesson 3. Marketing research -- Lesson 4. Consumer and business analysis -- Lesson 5. Marketing segmentation, targeting and positioning --Chapter 4. The marketing mix -- Lesson 1. Product -- Lesson 2. Pricing -- Lesson 3. Distribution -- Lesson 4. Promotion -- Chapter 5. Managing the marketing effort -- Lesson 1. Market analysis and planning -- Lesson 2. Marketing implementation and control -- Chapter 6. Workshop and presentation of marketing plan -- Lesson 1. Writing and presenting a marketing plan -- Appendices.