Marketing: The Basics »

Karl Moore is a Professor in Marketing Strategy at McGill University and an Associate Fellow at Templeton College, Oxford University. He was recently identified as being amongs a group of the ‘world’s greatest business thinkers’ in Business Strategy Review (Winter 2005).

Niketh Pareek is a journalist and management consultant. He specializes in developing business models, finance and marketing research.

Marketing: The Basics is a clear, concise resource for students or practitioners looking to improve their understanding of marketing fundamentals in a global context.

Covering the basic functions of marketing, its role in corporate decision-making and the importance of competitive strategies, this accessible text provides international perspectives on the areas discussed through examples of practice from North America, Asia, Europe and the Middle East.

Relating insights and experiences to real-life marketing contexts in order to provide practically applicable information, key areas explored include:

• what is marketing?
• marketing as part of the firm's corporate strategy
• the marketing mix
• STP - segmentation, targeting and positioning
• market research
• culture.

A user-friendly, easy-to-follow guide, Marketing: The Basics is perfect for sixth-form, first-year undergraduate and MBA students, plus those professionals who require an understanding of this important subject in their day-to-day working lives.

1 What is management? 5

2 Marketing as a corporate function 19

3 Segmentation, targeting and positioning 38

4 Online marketing 66

5 Product and placement 81

6 Price 104

7 Promotion 130

8 People 151

9 Market research 178

10 Global marketing 199

Glossary 217

Index 235