Overview
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Table of contents (45 chapters)
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Front Matter
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Understanding the Basics of Marketing
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Front Matter
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Understanding Different Forms of Marketing
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Front Matter
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Understanding Markets and Competitors
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Front Matter
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Keywords
About this book
This book is designed to complement courses and programmes which either include marketing as a non-specialist subject or which provide overviews of the subject rather than dealing with issues in some depth. Each of the 45 topics is presented as a 10-minute 'read' - a stand-alone discussion of approximately 1000 words, which covers the essential issues of that particular concept. It is therefore best used as a support to back-up and complement teaching and reading as people proceed through a short course or for delegates to take away to remind them of the materials covered on a programme. It is also a useful aid for practising managers who need to revisit marketing concepts on an irregular basis.
Authors and Affiliations
About the authors
Author Malcolm McDonald: Until 2003, Malcolm was Professor of Marketing and Deputy Director with special responsibility for E-Business. He has extensive industrial experience, including a number of years as Marketing and Sales Director of Canada Dry where, inter alia, he controlled a sales force of 250 people. He also spent some time training sales people and sales managers for multinational companies such as SKF and Alfa Laval.
Bibliographic Information
Book Title: Key Marketing Concepts
Authors: Mike Meldrum, Malcolm McDonald
DOI: https://doi.org/10.1007/978-1-349-13877-7
Publisher: Red Globe Press London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Macmillan Publishers Limited 1995
Edition Number: 1
Number of Pages: XII, 246
Additional Information: Previously published under the imprint Palgrave