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Marketing in a nutshell : key concepts for non-specialists

Author: Malcolm McDonald; Mike Meldrum
Publisher: Oxford : Butterworth-Heinemann, 2007.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
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. *Dip-in reference format makes a  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
McDonald, Malcolm.
Marketing in a nutshell.
Oxford : Butterworth-Heinemann, 2007
(OCoLC)72868450
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Malcolm McDonald; Mike Meldrum
ISBN: 9780080468556 0080468551
OCLC Number: 85841265
Notes: Includes index.
Description: 1 online resource (294 pages)
Contents: Front Cover; Marketing in a Nutshell; Copyright Page; Contents; Foreword; List of Tables; List of Figures; Part 1 Understanding the Basics of Marketing; Part 2 Different Types of Marketing; Part 3 Understanding Customers; Part 4 Understanding Markets; Part 5 Product Management; Part 6 Key Elements of Positioning; Part 7 Marketing Relationships; Part 8 Management, Planning and Control; Index.
Responsibility: Mike Meldrum and Malcolm McDonald.

Abstract:

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. *Dip-in reference format makes a comprehensive powerhouse of marketing knowledge available to every non-marketing manager at a moment's notice*Concise, easy-to-read standalone sum.

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