FREE SHIPPING BOTH WAYS
ON EVERY ORDER!
LIST PRICE:
$24.95

Sorry, this item is currently unavailable.

The 30 Day MBA in Marketing: Your Fast Track Guide to Business Success

ISBN: 9780749462178 | 0749462175
Format: Paperback
Publisher: Kogan Page Ltd
Pub. Date: 9/28/2011

Why Rent from Knetbooks?

Because Knetbooks knows college students. Our rental program is designed to save you time and money. Whether you need a textbook for a semester, quarter or even a summer session, we have an option for you. Simply select a rental period, enter your information and your book will be on its way!

Top 5 reasons to order all your textbooks from Knetbooks:

  • We have the lowest prices on thousands of popular textbooks
  • Free shipping both ways on ALL orders
  • Most orders ship within 48 hours
  • Need your book longer than expected? Extending your rental is simple
  • Our customer support team is always here to help
SummaryTable of ContentsAuthor Biography
The 30 Day MBA in Marketing gives readers guidance on the hot topics of buyer behaviour, marketing strategy, products and services, promotion and advertising, place and distribution, pricing, managing the marketing organisation, maths for marketing, marketing and the law and preparing the marketing plan. Each chapter includes at least one practical real life case example to illustrate of how marketing concepts apply to business decision making. Detailed information is provided on how to find and analyse market data on any business or market any... MORE
... MORE
List of figuresp. vii
List of tablesp. ix
Introductionp. 1
Introduction to marketingp. 8
Understanding marketsp. 9
The marketing mixp. 10
Marketing in the internet erap. 11
Buyer behaviourp. 21
Understanding customersp. 23
Features, benefits and proofsp. 25
Market researchp. 27
Avoiding customer defaultp. 34
Marketing strategyp. 42
Devising marketing strategy - the overviewp. 44
Getting the measure of marketsp. 51
Segmenting marketsp. 54
Products and servicesp. 60
Generic product categoriesp. 63
Product/service lifecyclep. 64
Qualityp. 69
Advertising and promotionp. 73
The rules of advertisingp. 74
Websites and effective internet presencep. 81
Tracking website trafficp. 86
Sellingp. 88
Place and distributionp. 91
Channel structuresp. 92
Channels of distributionp. 95
Logisticsp. 98
Outsourcingp. 100
Pricingp. 104
Economic theory and pricing strategyp. 105
Pricing decisions and their relationship with costs, volume and ultimately profitsp. 107
Pricing strategies - the marketing optionsp. 116
Review your products and servicesp. 120
Maths for marketingp. 124
Quantitative research and analysisp. 125
Forecastingp. 130
Surveys and sample sizep. 133
Marketing operationsp. 133
Marketing investment decisionsp. 137
Managing the marketing organizationp. 141
Marketing strategy vs structure, people and systemsp. 142
Structures - the optionsp. 143
Peoplep. 153
Systemsp. 161
Marketing and the lawp. 167
Trading regulationsp. 168
Employment legislationp. 170
Intellectual propertyp. 173
Ethics in marketingp. 177
Marketing plans and budgetsp. 183
Shaping marketing plans - tools and techniquesp. 183
Marketing and business plansp. 187
Budgets and variancesp. 192
The corep. 196
Accounting and financep. 197
Organizational behaviourp. 222
Strategyp. 227
Table of Contents provided by Ingram. All Rights Reserved.
Colin Barrow has spent 15 years applying the principles and knowledge acquired through his own MBA to successfully running companies. He has lectured, researched and collaborated with colleagues in business schools in the United Kingdom, the United States, Canada, Australia, the Far East and throughout Europe. Currently a visiting fellow at Cranfield University, he is also the author of The Business Plan Workbook, Financial Management for the Small Business and Starting a Business from Home as well as The 30 Day MBA, The 30 Day MBA in Business Finance and The 30 Day MBA in International Business (all published by Kogan Page).


Please wait while this item is added to your cart...