by Karl Moore, Niketh Pareek · Routledge · tapa blanda · ISBN 9780415779005
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«Marketing: The Basics» is the marketing guide by Karl Moore and Niketh Pareek, published by Routledge in paperback (256 pages, in English).
An accessible guide explaining the fundamentals of marketing in today's business context: its role in corporate strategy, the marketing mix, segmentation, market research and culture. It includes international perspectives with examples of practices in North America, Asia, Europe and the Middle East, and also covers digital marketing concepts such as e-commerce, social media and brand building.
Second edition, published in 2009, in Routledge's «The Basics» series. Includes a glossary of terms and further reading guides.
Recommended for first-year university students, MBA candidates and professionals looking to start or update their marketing knowledge.
