マーケティングの基本（第２版） Marketing: the Basics (The Basics) （2ND）

Moore, Karl/ Pareek, Niketh

Routledge（2009/11発売）

• 製本 Hardcover:ハードカバー版／ページ数 254 p.
• 言語 ENG
• 商品コード 9780415778992
• DDC分類 658.8

Full Description

'...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 Basics tells 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.

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