Marketing in a nutshell : key concepts for non-specialists
著者
書誌事項
Marketing in a nutshell : key concepts for non-specialists
Butterworth-Heinemann, 2007
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注記
Includes index
内容説明・目次
内容説明
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.
目次
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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