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Marketing: The Basics de Karl Moore

Marketing: The Basics

Autor Karl Moore, Niketh Pareek
en Limba Engleză Paperback – 20 noi 2009
‘…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.
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Specificații

ISBN-13: 9780415779005
ISBN-10: 0415779006
Pagini: 256
Dimensiuni: 129 x 198 x 20 mm
Greutate: 0.26 kg
Ediția:Revizuită
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom

Public țintă

General, Professional, and Undergraduate

Cuprins

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

Notă biografică

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. 

Recenzii

‘…a punchy, stripped-down version of what marketing is all about.’ – The Times Higher Education Supplement

Descriere

Ranging from the essentials of e-commerce to more traditional marketing approaches, this updated introduction tells you everything you need to know about the aims and techniques of marketing in the 21st century.