ISBN 9780415380799,Marketing : The Basics

Marketing : The Basics

Author:

Niketh Pareek

Publisher:

Taylor & Francis

Rs870 Rs1043 17% OFF

Availability: Available

Usually ships in: 2-3 business days

(Free Delivery)

We Accept
ISBN 9780415380799
Check delivery information
 
ISBN 9780415380799
Publisher

Taylor & Francis

Publication Year 2007
ISBN-13

ISBN 9780415380799

ISBN-10 0415380790
Binding

Paper Back

Number of Pages 220 Pages
Language (English)
Subject

Marketing

The difficulties of marketing in the 21st Century are real and tangible. Which new strategy? How is success measured? Is this strategy harmonious with the corporate strategy?
Customers are more sophisticated, less brand-loyal and more price sensitive.
Moore and Pareek offer a way round this international minefield by creating a book that fulfils the need for management in an international context.
The basic functions of marketing are explained, the role in corporate decision making examined and the importance of competitive strategies are addressed.
The books addresses the following areas:
*what is marketing
*marketing as part of the firm's corporate strategy
*the marketing mix, the 5 ps - product, pricing, promotion, place and people
* STP - segmentation, targeting and positioning
*Market research
*Culture
The book is ideal for any student, or practitioner wanting to learn the fundamentals of marketing applied in a global context.


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:

More from Author

Scroll