Marketing: The Basics

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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

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Product Details

  • ISBN-13: 9780415380799
  • Publisher: Taylor & Francis
  • Publication date: 8/28/2006
  • Series: Basics Series
  • Edition description: 1ST
  • Pages: 232
  • Product dimensions: 5.00 (w) x 7.70 (h) x 0.80 (d)

Meet the Author

Karl Moore is an Associate Professor in the Factulity of Management at McGill University and Associate Fellow at Templeton College, Oxford. He has been identified as being among a group of the ‘world’s greatest business thinkers’ in Business Strategy Review (Winter, 2005).

Niketh Pareek is a journalist and management consultant specializing in online business strategy and digital marketing. His articles and commentary have appeared in several national and local Canadian newspapers, including The Globe and Mail, The National Post, The Hill Times, and The Montreal Gazette.

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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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