Introduction to Marketing Concepts
- 4h 46m
- Graeme Drummond, John Ensor
- Taylor and Francis
- 2005
Written in a user-friendly way to ensure the information is accessible, Introduction to Marketing Concepts is ideally suited to students that are faced with time-pressures yet need to gain a comprehensive understanding of the main concepts of marketing.
The authors focus only on the points that are needed to be able to understand the theory, without the entanglement of additional information. This ensures students do not have to wade through non-essential information to get to grips with the subject.
A balance between basic marketing and strategic concepts makes it suitable for all levels. Each chapter contains a series of vignettes to illustrate the theory, with e-marketing perspective evident throughout and a Web-based resource that accompanies the text.
- Thoughtfully written to accommodate the time pressures on students and lecturers
- International appeal, featuring topics such as global branding
In this Book
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Introduction to Marketing
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Strategic Marketing—an Overview
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Environmental Factors
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Marketing Research
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Segmentation
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Products, New Product Development and Innovation
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Price and Pricing Strategy
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Promotion
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Place
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Analysing Competitors and Competitive Advantage
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Targeting, Positioning and Brand Strategy
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Strategic Implementation
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Control
