| Document Type
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BL
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| Record Number
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973309
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| Doc. No
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b727679
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| Main Entry
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McDonald, Malcolm.
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| Title & Author
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Marketing in a nutshell : : key concepts for non-specialists /\ Mike Meldrum and Malcolm McDonald.
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| Publication Statement
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Oxford :: Butterworth-Heinemann,, 2007.
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| Page. NO
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1 online resource (294 pages)
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| ISBN
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0080468551
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: 9780080468556
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| Notes
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Includes index.
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| Contents
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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.
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| Abstract
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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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| Subject
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Marketing.
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| Subject
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BUSINESS ECONOMICS-- Industrial Management.
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| Subject
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BUSINESS ECONOMICS-- Management Science.
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| Subject
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BUSINESS ECONOMICS-- Management.
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| Subject
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BUSINESS ECONOMICS-- Organizational Behavior.
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| Subject
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Marketing.
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| Dewey Classification
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658.8
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| LC Classification
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HF5411.M33 2007eb
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| Added Entry
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Meldrum, Mike.
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