Page 3 - Marketing the Basics 2nd
P. 3
Marketing
THE BASICS Second Edition
‘...a punchy, stripped-down version of what marketing is all about’.
The Times Higher Education Supplement
Marketing: The Basics explains and explores the fundamentals of marketing in today’s digital world, covering key approaches and concepts with an international range of topical case studies. This fully updated second edition addresses questions such as:
• How is a successful brand built?
• How has the rise of social networking changed the way
products are marketed?
• What are companies doing to gain a better understanding of
their customers?
• Why is it important to adapt to different foreign markets?
Including a glossary of terms and guides to further reading, this lively and user-friendly introduction is perfect for students and professionals interested in finding out about marketing.
Karl Moore is an Associate Professor in the Faculty of Management at McGill University and Associate Fellow at Green Templeton College, Oxford.
Niketh Pareek is a management consultant specializing in business strategy and digital marketing and information technology.
