Marketing in a Nutshell: Key Concepts for Non-specialists

ISBN-13: 9780750681339 / Angielski / Miękka / 2007 / 304 str.

Mike Meldrum (Formerly a Lecturer in Marketing at Cranfield; Professor of Marketing and Malcolm McDonald (Until recently

Opis

Marketing in a Nutshell is an easy-to-use quick reference source for non-marketing specialists. Designed as a dip-in guide, this accessible book will be invaluable to general managers, non-qualified marketers and students taking a module in marketing alongside their other studies. Marketing in a Nutshell makes the authors' marketing know-how and expert insights accessible to all.

• Dip-in reference format makes a comprehensive powerhouse of marketing knowledge available to every non-marketing manager at a moment's notice
• Concise, easy-to-read standalone summaries of key marketing principles, concepts, tools and techniques
• Credible and expert marketing insights from leading marketing consultants especially for non-specialists

Spis treści

Understanding the basics of marketing Different types of marketing Understanding customers Understanding markets Product management Key elements of positioning Marketing relationships Management, planning and control

O autorze

McDonald, Malcolm
MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.