The Marketing Book

Autore: Michael J. Baker
Editore: Routledge
ISBN: 1134506120
Grandezza: 68,61 MB
Formato: PDF, Mobi
Vista: 9067
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The Marketing Book is everything you need to know but were afraid to ask about marketing. Divided into 25 chapters, each written by an expert in their field, it's a crash course in marketing theory and practice. From planning, strategy and research through to getting the marketing mix right, branding, promotions and even marketing for small to medium enterprises. This classic reference from renowned professors Michael Baker and Susan Hart was designed for student use, especially for professionals taking their CIM qualifications. Nevertheless, it is also invaluable for practitioners due to its modular approach. Each chapter is set out in a clean and concise way with plenty of diagrams and examples, so that you don't have to dig for the information you need. Much of this long-awaited seventh edition contains brand new chapters and a new selection of experts to bring you bang up to date with the latest in marketing thought. Also included are brand new content in direct, data and digital marketing, and social marketing. If you're a marketing student or practitioner with a question, this book should be the first place you look.


Autore: Michael John Baker
Editore: Taylor & Francis
ISBN: 9780415249881
Grandezza: 11,46 MB
Formato: PDF, ePub, Docs
Vista: 5941
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Autore: Ray Wright
Editore: Cengage Learning EMEA
ISBN: 9781861525260
Grandezza: 78,20 MB
Formato: PDF
Vista: 3766
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This exciting introductory book covers both a theoretical and practical approach to the wide-ranging discipline of marketing. It takes the reader through a step-by-step logical process beginning with the basic origins and concepts of marketing, knowing the customer, segmentation and the importance of marketing research through every element of the marketing mix finishing with a simple but detailed approach to the marketing planning process. Models are used throughout to aid understanding.


Autore: David Stokes
Editore: Cengage Learning EMEA
ISBN: 9781844805525
Grandezza: 79,43 MB
Formato: PDF, Kindle
Vista: 6835
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“The chapters are very contemporary and address the current issues in marketing. The book will help lecturers and students by providing practical activities that will help to consolidate and enhance learning in the area of marketing.’’ Frances Ekwulugo, University of Westminster Marketing, a brief introduction is an accessible and engaging introduction to the practice and theory of marketing. The book is based on an active learning approach which is demonstrated through a series of short case studies, practical examples and activities which encourages students to draw upon their own experiences. Marketing principles are effectively applied to a wide variety of contemporary contexts: entrepreneurial and small business contexts, the not-for-profit as well as the private sector, business to business markets and business to consumer marketing. As an introductory text it is written for students fresh into the study of marketing. It can be used in the classroom by students following full or part-time business and management courses at university or college but is also suitable for those studying at home as part of a distance learning program or for their own interest and self-development.

Business To Business Marketing Management

Autore: Jim Blythe
Editore: Cengage Learning EMEA
ISBN: 9781844800018
Grandezza: 69,66 MB
Formato: PDF, ePub, Mobi
Vista: 2167
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This pioneering new text covers current theories on business-to-business marketing from a global standpoint. It covers current theory from a practical viewpoint and includes market entry strategies trade fairs, reputation management and corporate communications. It looks at selling and marketing between organisations, companies, This pioneering new text covers current theories on business-to-business marketing from a global standpoint. It covers current theory from a practical viewpoint and includes market entry strategies trade fairs, reputation management and corporate communications. It looks at selling and marketing between organisations, companies,

The Marketing Plan

Autore: John Westwood
Editore: Kogan Page Publishers
ISBN: 9780749437480
Grandezza: 16,92 MB
Formato: PDF
Vista: 9489
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A well-devised marketing plan can improve a company's performance and should be the focus of all marketing aims, proposals and activities. This practical guide should clarify the complexities faced by those responsible for compiling a plan and sets out clear guidelines on how to go about this task.

Strategic Marketing

Autore: Jim Blythe, Helen Coxhead, Martin Lashwood, Lesley Partridge, Peter Reed, Helen Simms
Editore: Select Knowledge Limited
ISBN: 0744603196
Grandezza: 27,40 MB
Formato: PDF, Mobi
Vista: 6138
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This title looks to enable you to understand that everyone in the organisation has some involvement in marketing, whether through contacts with internal and external customers, by ensuring that activities and operations contribute to satisfying or delighting customers, or by contributing to business planning.


Autore: Nick Ellis
Editore: SAGE
ISBN: 9781446243954
Grandezza: 32,44 MB
Formato: PDF, Mobi
Vista: 7892
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Electronic Inspection Copy available for instructors here Written by a team of renowned experts in the field, Marketing: A Critical Textbook provides a unique introduction and overview of critical approaches to marketing. Ideally suited to advanced students of marketing, the book uses examples and 'real world' case studies to illustrate and discuss major alternative and critical perspectives on the subject, enabling students to constructively question the conventional assumptions, concepts and models with which they are already familiar. - Explains and debates key concepts in a clear, readable and concise manner. - Provides practical and innovative demonstrations of abstract and difficult concepts through classroom exercises and individual and group activities. - Includes a glossary of critical marketing terms. - Additional material on the companion website, including a full Instructor's Manual and free access to full-text journal articles for students. Visit the companion website at

What Is Marketing

Autore: Alvin J. Silk
Editore: Harvard Business Press
ISBN: 1422104605
Grandezza: 54,78 MB
Formato: PDF
Vista: 2380
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Successful marketing requires a deep knowledge of customers, competitors, and collaborators and great skill in serving customers profitably. This book provides the foundation for developing those skills and insights.

The Psychology Of Marketing

Autore: Gerhard Raab
Editore: Gower Publishing, Ltd.
ISBN: 9780566089039
Grandezza: 30,76 MB
Formato: PDF
Vista: 2817
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Marketers and those aspiring to be marketers will find this book an invaluable help in their role as 'lay psychologists'. Drawing on consumer, management, industrial, organizational, and market psychology to provide an in-depth treatment that embraces: * Cognition theories * Personality, perception and memory * Motivation and emotion * Power, control, and exchange. Complemented by case studies from across the globe, The Psychology of Marketing provides a trans-national perspective on how the theories of psychology and their relevance to marketing, revealed here, is applied in practice.