Marketing: The Basics

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The difficulties of marketing in the 21st Century are real and tangible. Which new strategy? How is success measured? Is this strategy harmonious with the corporate strategy?Customers are more sophisticated, less brand-loyal and more price sensitive.Moore and Pareek offer a way round this international minefield by creating a book that fulfils the need for management in an international context.The basic functions of marketing are explained, the role in corporate decision making examined and the importance of competitive strategies are addressed.The books addresses the following areas: *what is marketing*marketing as part of the firm's corporate strategy*the marketing mix, the 5 ps - product, pricing, promotion, place and people* STP - segmentation, targeting and positioning*Market research*CultureThe book is ideal for any student, or practitioner wanting to learn the fundamentals of marketing applied in a global context.Marketing: The Basics is a clear, concise resource for students or practitioners looking to improve their understanding of marketing fundamentals in a global context. Covering the basic functions of marketing, its role in corporate decision-making and the importance of competitive strategies, this accessible text provides international perspectives on the areas discussed through examples of practice from North America, Asia, Europe and the Middle East. Relating insights and experiences to real-life marketing contexts in order to provide practically applicable information, key areas explored include: what is marketing? marketing as part of the firm's corporate strategy the marketing mix STP - segmentation, targeting and positioning market research culture. A user-friendly, easy-to-follow guide, Marketing: The Basics is perfect for sixth-form, first-year undergraduate and MBA students, plus those professionals who require an understanding of this important subject in their day-to-day working lives.