It introduces and explains all the key techniques successful marketers use, from CRM to brand management, and from failsafe planning to making the most of technology.
It is illustrated with examples and lessons from some of the worlds most successful businesses, including Sony, Sephora, Apple, Zara, Henkel, Best Buy and Wal*Mart, and ideas from experts like C.K. Prahalad, Theodore Levitt, Philip Kotler, David Aaker, Al Ries and Jack Trout.
It includes a glossary of key concepts, a comprehensive resources guide and a fast, easy-to-read summary of "ten steps to making it work."
Marketing express gets straight to the essentials so you can read up and act...fast.
02 Definition of Terms.
03 The Evolution of Marketing.
04 The E-Dimension.
05 The Global Dimension.
06 The State of the Art.
07 In Practice.
08 Key Concepts and Thinkers.
10 Ten Steps to Making it Work.
Frequently Asked Questions (FAQs).