Marketing: The Basics / Edition 2

Marketing: The Basics / Edition 2

by Karl Moore, Niketh Pareek
     
 

ISBN-10: 0415779006

ISBN-13: 9780415779005

Pub. Date: 01/13/2010

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 know about the

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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:
9780415779005
Publisher:
Taylor & Francis
Publication date:
01/13/2010
Series:
Basics Series
Pages:
256
Sales rank:
753,362
Product dimensions:
5.10(w) x 7.70(h) x 0.90(d)

Table of Contents

1 What is management? 5

2 Marketing as a corporate function 19

3 Segmentation, targeting and positioning 38

4 Online marketing 66

5 Product and placement 81

6 Price 104

7 Promotion 130

8 People 151

9 Market research 178

10 Global marketing 199

Glossary 217

Index 235

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