Marketing in a Nutshell

  • ID: 1767793
  • Book
  • 320 Pages
  • Elsevier Science and Technology
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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

Please Note: This is an On Demand product, delivery may take up to 11 working days after payment has been received.
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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

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Meldrum, Mike
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.
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