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Full Description
Marketing Essentials 2e explains the nature of marketing and the importance of understanding the complexities of the market place in a concise manner. This comprehensive text is easy to read, reflects accurately the current thinking in the world of marketing and is informative, interesting and topical.
Marketing Essentials follows a logical structure enabling students to clearly see how effective marketing requires an analysis of the market place, the recommendation of a marketing strategy and the implementation of the desired strategy.
Marketing Essentials is ideal for use on introductory marketing modules at both undergraduate and MBA level. The strategic content of the text makes it suitable for use on strategic marketing, marketing analysis and marketing management courses.
Contents
Part 1 - MARKETING DEFINIED AND MARKETING IN CONTEXT.
1. The Marketing Concept.
2. Marketing Strategy and Understanding Competitors.
Part 2 - UNDERSTANDING MARKETS.
3.The Marketing Environment.
4. Consumer Buying Behaviour.
5. Business Markets and Business Buying Behaviour.
6. Segmenting, Targeting and Positioning.
7. Marketing Research.
Part 3 - MARKETING PROGRAMMES.
8. Product Decisions.
9. Developing Products and Managing Product Portfolios.
10. The Marketing of Services.
11. Marketing Channels.
12. Pricing.
13. Marketing Communications.
14. Branding and Packaging.
Part 4 - MANAGING MARKETING.
15. Planning and Implementation.
