Marketing: The Basics

by KarlMoore (Author), NikethPareek (Author)

• Used

  Paperback
  2006

  $7.76

  Marketing: The Basics is a clear, concise resource for students or practitioners looking to improve their understanding of marketing fundamentals in a global context.

  Covering the basic functions of marketing, its role in corporate decision-making and the importance of competitive strategies, this accessible text provides international perspectives on the areas discussed through examples of practice from North America, Asia, Europe and the Middle East.

  Relating insights and experiences to real-life marketing contexts in order to provide practically applicable information, key areas explored include:

  • what is marketing?
  • marketing as part of the firm's corporate strategy
  • the marketing mix
  • STP - segmentation, targeting and positioning
  • market research
  • culture.

  A user-friendly, easy-to-follow guide, Marketing: The Basics is perfect for sixth-form, first-year undergraduate and MBA students, plus those professionals who require an understanding of this important subject in their day-to-day working lives.

• Used

  Paperback
  2009

  $3.44

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

• New

  Paperback
  2009

  $28.91

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

• New

  Hardcover
  2009

  $108.41

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