"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.
Table of Contents
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
Karl Moore is a Professor in Marketing Strategy at McGill University and an Associate Fellow at Templeton College, Oxford University. He was recently identified as being amongs a group of the world s greatest business thinkers in Business Strategy Review (Winter 2005). Niketh Pareek is a journalist and management consultant. He specializes in developing business models, finance and marketing research."