Karl Moore (Canada McGill University), Niketh Pareek (Canada McGill University)

Marketing

The Basics

• Broschiertes Buch

Produktbeschreibung

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.

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Produktdetails

• The Basics
• Verlag: Routledge / Taylor & Francis
• Artikelnr. des Verlages: Y103641
• 2. Aufl.
• Seitenzahl: 256
• Erscheinungstermin: 20. November 2009
• Englisch
• Abmessung: 198mm x 129mm x 14mm
• Gewicht: 282g
• ISBN-13: 9780415779005
• ISBN-10: 0415779006
• Artikelnr.: 26681345

Autorenporträt

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.

Inhaltsangabe

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

Rezensionen

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

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