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What You Need to Know About Marketing


Συγγραφέας: Middleton Simon
Εκδότης: John Wiley and Sons Ltd
ISBN: 9780857081506
Αριθμός Σελίδων: 264
Διαστάσεις: 20x2x13
Έτος Έκδοσης: 2011

Σύνοψη του βιβλίου "What You Need to Know About Marketing"

Marketing is shrouded in arcane mystery and buzzwords. It frightens many and bewilders others. Yet every business, from the hand-car-wash by the side of the road, to the world's most famous brands, engage in marketing every single day. This is an essential, reliable, speedy and up to date guide to the most robust and important concepts in marketing. This book shows you how to understand and do marketing without having to study a degree or a diploma in it. Along the way it shows you what has been learned about marketing over the centuries, what experts can teach us that we can use ourselves, how marketing has changed in our new 'digital' world, and how to avoid classic mistakes.

In short, this is all you need to know about marketing.

Introduction - Marketing: the world's second oldest business activityChapter 1 - The Product.Chapter 2 - The Marketing Strategy and the Marketing PlanChapter 3 - Your Customers.Chapter 4 - Pricing and PromotionChapter 5 - Placement or Distribution.Chapter 6 - Customer EngagementChapter 7 - BrandingChapter 8 - Social Media and Digital Marketing


Συγγραφέας/εις: Middleton Simon
Κατηγορία: marketing-διαφήμιση
ISBN: 9780857081506
Ημερ/νία έκδοσης: 12/04/2011
Εκδότης: John Wiley and Sons Ltd
Εξώφυλλο: Paperback / softback
Σελίδες: 264
Τόπος έκδοσης: Oxford
Χώρα έκδοσης: United Kingdom
Βάρος βιβλίου: 290 gr
Διαστάσεις βιβλίου: 20x2x13 cm
Λεπτομέρειες εικονογράφησης: black & white illustrations, diagrams, figures

Περιεχόμενα

Introduction 1 1 The Customers 11 2 The Product 37 3 The Market 73 4 Branding 105 5 Communicating 135 6 Price and Place 175 7 Strategy, Planning and Tactics 209 8 The Third Age of Marketing 233 Conclusion 257 Acknowledgements 259 Index 261

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