Marketing in a Nutshell

Key Concepts for Non-Specialists
Erscheinungsjahr 2007
ISBN: 978-0-7506-8133-9
Verlag: Elsevier Science

Buch, Englisch, 304 Seiten, Format (B × H): 159 mm x 222 mm, Gewicht: 463 g

Marketing in a Nutshell is an easy-to-use quick reference source for non-marketing specialists. Designed as a dip-in guide, this accessible book will be invaluable to general managers, non-qualified marketers and students taking a module in marketing alongside their other studies. Marketing in a Nutshell makes the authors' marketing know-how and expert insights accessible to all.


- Dip-in reference format makes a comprehensive powerhouse of marketing knowledge available to every non-marketing manager at a moment's notice
- Concise, easy-to-read standalone summaries of key marketing principles, concepts, tools and techniques
- Credible and expert marketing insights from leading marketing consultants especially for non-specialists

Zielgruppe

Primary:
General and non-marketing functional managers, for example, R&D, production, distribution etc; also
Unqualified marketing practitioners who don't plan to take a qualification in marketing, including: advertising executives, direct marketing personnel, sales people, public relations managers etc.

Secondary:
Upper level UG and PG students taking a marketing module on a non-marketing/business studies course, for example engineering, science or the arts; also students on general management courses. Also some appeal to MBA students.

Autoren/Hrsg.

Meldrum, Mike

McDonald, Malcolm

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Außenhandel
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Understanding the basics of marketing Different types of marketing Understanding customers Understanding markets Product management Key elements of positioning Marketing relationships Management, planning and control

Über Autor(innen)

McDonald, Malcolm
MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.