Marketing: The Basics / Edition 2

Marketing: The Basics / Edition 2

by Karl Moore, Niketh Pareek
     
 

ISBN-10: 0415778999

ISBN-13: 9780415778992

Pub. Date: 11/24/2009

Publisher: Taylor & Francis

‘…a punchy, stripped-down version of what marketing is all about.’The Times Higher Education Supplement

If you have a product you’re looking to market, or you’re seeking to learn more about the potential of online marketing, Marketing: The Basics tells you everything you need to

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Overview

‘…a punchy, stripped-down version of what marketing is all about.’The Times Higher Education Supplement

If you have a product you’re looking to market, or you’re seeking to learn more about the potential of online marketing, Marketing: The Basics tells you everything you need to know about the techniques marketers use to push their product to the ‘tipping point’. The essentials of e-commerce are explored and explained, along side more traditional marketing approaches in this revised and updated new edition. This book:

  • Explains the fundamentals of marketing and useful concepts such as the Long Tail
  • Includes an international range of topical case studies, such as Obama’s presidential campaign, Facebook, and Google
  • Also includes a glossary of terms, guides to further reading and critical questions to assist further thinking and study

This lively and user-friendly introduction is perfect for professionals seeking to learn more about subject, and recommended for sixth-form, first-year undergraduate and MBA students.

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Product Details

ISBN-13:
9780415778992
Publisher:
Taylor & Francis
Publication date:
11/24/2009
Series:
Basics Series
Pages:
256
Product dimensions:
5.20(w) x 7.70(h) x 1.00(d)

Table of Contents

Introduction 1. What Is Marketing Management? 2. Marketing as a Corporate Function 3. Product and Placement 4. Price 5. Promotion 6. People 7. Segmentation, Targeting and Positioning 8. Market Research - Seeking Deep Insight into the Customer's World and Mind 9. Global Marketing. Glossary. Index

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