Marketing: The Basics

ISBN-13: 9780415779005 / Angielski / Miękka / 2009 / 248 str.

Karl Moore

Opis

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. "

Recenzje

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

Spis treści

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