1. Marketing Mix
1.1. Price
1.1.1. Customer based
1.1.2. Competitor based
1.1.3. Cost based
1.2. Place
1.2.1. Distribution
1.2.1.1. Information
1.2.1.2. Promotion
1.2.1.3. Contact
1.2.1.4. Matching
1.3. Promotion
1.3.1. Promotion mix
1.3.2. Communication process
1.4. Service
1.4.1. Operation Management
1.4.1.1. Operation Strategy
1.5. Product
1.5.1. NPI
1.5.2. Three layers of product
1.5.2.1. Core
1.5.2.2. Actual
1.5.2.3. Augmented
1.5.3. Product and Service Design
2. Marketing Concepts
2.1. SWOT
2.1.1. Internal Improvements
2.1.2. External Threats
2.1.2.1. STEEPLE
2.1.2.1.1. Business Environment
2.1.2.1.2. Globalisation
2.2. Marketing Orientation
2.3. Consumer Awareness
2.4. Product Sale
2.5. Promotion
2.6. Marketing Process
2.6.1. Change
2.6.2. Environment
2.6.3. Innovation
2.6.4. Big Idea
2.6.5. Customer
2.6.5.1. Segmentation
2.6.5.1.1. Demographic
2.6.5.1.2. Geographic
2.6.5.1.3. Psychographic
2.6.5.1.4. Behavioural
2.6.5.2. Targeting
2.6.5.2.1. Undifferentiated
2.6.5.2.2. Differentiated
2.6.5.2.3. Concentrated
2.6.5.2.4. Customised
2.6.5.3. Positioning
2.6.5.3.1. Matching/Focusing Customers needs
2.6.6. Values
2.6.6.1. Mission Statement
2.6.6.1.1. Vision
2.6.6.1.2. Set direction and inspire
2.6.6.1.3. Drive Culture
2.6.6.1.4. Customer Needs
2.6.6.1.5. Goals
3. Raising Finance
3.1. Public Offering
3.1.1. Public Sector
3.1.1.1. Healthcare
3.1.1.1.1. NHS
3.1.1.1.2. Not for profit
3.1.1.2. Eductation
3.1.1.3. Emergency Services
3.1.1.4. Pensions
3.1.1.5. Housing
3.2. Private Equity
3.2.1. Different Motivational factors than Public Sector
3.2.2. Big organisations
3.2.2.1. Big Pharma
3.2.2.2. Automobile
3.2.2.3. Retailers