Description
Book Synopsisââa punchy, stripped-down version of what marketing is all about.â â The Times Higher Education Supplement
If you have a product youâre looking to market, or youâre 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 âtipping pointâ. 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 Obamaâs 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 introduct
Trade Review
‘…a punchy, stripped-down version of what marketing is all about.’ – The Times Higher Education Supplement
Table of ContentsIntroduction 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
