SECTION1: MEETING CUSTOMER NEEDS

CHAPTER 1
THE MARKET

CHAPTER 2
MARKET RESEARCH

CHAPTER 3
MARKET POSITIONING

SECTION2: THE MARKET

CHAPTER 4
DEMAND

CHAPTER 5
SUPPLY

CHAPTER 6
MARKETS

CHAPTER 7
PRICE ELASTICITY OF DEMAND

CHAPTER 8
INCOME ELASTICITY OF DEMAND

SECTION3: MARKETING MIX AND STRATEGY

CHAPTER 9
MARKETING OBJECTIVES AND STRATEGY

CHAPTER 10
PRODUCT AND SERVICE DESIGN

CHAPTER 11
PROMOTION

CHAPTER 12
PRICE

CHAPTER 13
DISTRIBUTION

SECTION4: MANAGING PEOPLE

CHAPTER 14
APPROACH TO STAFFING

CHAPTER 15
RECRUITMENT, SELECTION AND TRAINING

CHAPTER 16
ORGANISATIONAL DESIGN

CHAPTER 17
MOTIVATION IN THEORY AND PRACTICE

CHAPTER 18
LEADERSHIP

SECTION5: ENTREPRENEURS AND LEADERS

CHAPTER 19
ROLE OF AN ENTREPRENEUR

CHAPTER 20
ENTREPRENEURIAL MOTIVES AND CHARACTERISTICS

CHAPTER 21
BUSINESS OBJECTIVES

CHAPTER 22
BUSINESS CHOICE