Marketing: The Basics

The Basics
2. New Auflage 2009
ISBN: 978-0-415-77899-2
Verlag: Taylor & Francis Ltd

Buch, Englisch, 254 Seiten, Format (B × H): 205 mm x 135 mm, Gewicht: 378 g

Reihe: The Basics

‘…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.

Zielgruppe

General, Professional, and Undergraduate

Autoren/Hrsg.

Moore, Karl (McGill University, Canada)

Moore, Karl

Pareek, Niketh (McGill University, Canada)

Pareek, Niketh

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Außenhandel
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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

Über Autor(innen)

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.