Marketing: The Basics

Marketing: The Basics

by Karl Moore, Niketh Pareek
     
 

The marketing manager of tomorrow must think in international terms in order to keep up with increasingly unpredictable consumer behaviour. Competition in business today is fierce and you need to know how to capture and keep hold of your target audience. This book includes all the vital information you need to excel and covers: The role of the manager, Marketing as a… See more details below

Overview

The marketing manager of tomorrow must think in international terms in order to keep up with increasingly unpredictable consumer behaviour. Competition in business today is fierce and you need to know how to capture and keep hold of your target audience. This book includes all the vital information you need to excel and covers: The role of the manager, Marketing as a corporate function, How to analyse competitors, Market research, Models of consumer behaviour, Global marketing. The book is ideal for any student or practitioner wanting to learn the fundamentals of marketing applied in a global context.

About the Author:
Karl Moore is a Professor in Marketing Strategy at McGill University and an Associate Fellow at Templeton College, Oxford University

Product Details

ISBN-13:
9780415380799
Publisher:
Taylor & Francis
Publication date:
08/28/2006
Series:
Basics Series
Edition description:
1ST
Pages:
232
Product dimensions:
5.00(w) x 7.70(h) x 0.80(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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