Marketing: The Basics by Karl MooreMarketing: The Basics by Karl Moore

Marketing: The Basics

byKarl Moore, Niketh PareekEditorKarl Moore

Paperback | January 20, 2010

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


If you have a product you're looking to market, or you're seeking to learn more about the potential of online marketing,Marketing: The Basicstells you everything you need to know about the techniques marketers use to push their product to the 'tipping point'. 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 Obama's 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 introduction is perfect for professionals seeking to learn more about subject, and recommended for sixth-form, first-year undergraduate and MBA students.

Karl Mooreis 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 Pareekis a journalist and management consultant specializi...
Title:Marketing: The BasicsFormat:PaperbackDimensions:256 pages, 7.75 × 5 × 0.65 inPublished:January 20, 2010Publisher:Taylor and FrancisLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0415779006

ISBN - 13:9780415779005

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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