Muutke küpsiste eelistusi

30 Day MBA in Marketing: Your Fast Track Guide to Business Success 3rd Revised edition [Pehme köide]

  • Formaat: Paperback / softback, 280 pages, kõrgus x laius x paksus: 217x140x20 mm, kaal: 389 g
  • Ilmumisaeg: 03-May-2023
  • Kirjastus: Kogan Page Ltd
  • ISBN-10: 139861100X
  • ISBN-13: 9781398611009
Teised raamatud teemal:
  • Formaat: Paperback / softback, 280 pages, kõrgus x laius x paksus: 217x140x20 mm, kaal: 389 g
  • Ilmumisaeg: 03-May-2023
  • Kirjastus: Kogan Page Ltd
  • ISBN-10: 139861100X
  • ISBN-13: 9781398611009
Teised raamatud teemal:

Discover the teachings and insights from the world's leading marketing courses through The 30 Day MBA in Marketing.

From advertising and promotion to buyer behaviour and budgets, this comprehensive book includes all of the modules you would find at a top business school, allowing you to fill the gaps in your knowledge and develop your creative, analytical and decision-making skills. It also features an array of fascinating case studies from some of the world's most successful businesses, clarifying how these skills drive success.

With its comprehensive insights and accessible guidance, The 30 Day MBA in Marketing is essential reading whether you are a professional looking to accelerate your career or a student interested in expanding your knowledge.



Develop your marketing skillset and accelerate your career through the insights and teachings from the world's top business schools.

Discover the teachings and insights from the world's leading marketing courses with The 30 Day MBA in Marketing.

From advertising and promotion to buyer behaviour and budgets, this comprehensive book includes all of the modules you would find at a top business school, allowing you to fill the gaps in your knowledge and develop your creative, analytical and decision-making skills. It also features an array of fascinating case studies from some of the world's most successful businesses, clarifying how these skills drive success.

With its comprehensive insights and accessible guidance, The 30 Day MBA in Marketing is essential reading whether you are a professional looking to accelerate your career or a student interested in expanding your knowledge.

About the 30 Day MBA Series...
MBAs are expensive, demanding and time-consuming. Covering marketing, finance and international business, this internationally bestselling series offers you the same world-class insights and guidance without the costly investment.

List of figures
viii
List of tables
x
Introduction 1(10)
01 Introduction to marketing
11(12)
Understanding markets
12(1)
Marketing in the internet era
13(8)
Online video courses and lectures
21(1)
Online video case studies
22(1)
02 Buyer behaviour
23(28)
Understanding customers
25(4)
Features, benefits and proofs
29(1)
Market research
30(7)
Market segmentation
37(9)
What market segmentation can help a business achieve
46(3)
Online video courses and lectures
49(1)
Online video case studies
49(2)
03 Marketing strategy
51(31)
Devising marketing strategy - the overview
54(7)
Getting the measure of markets
61(7)
Brands
68(3)
Marketing mix
71(5)
Strategic purpose
76(4)
Online video courses and lectures
80(1)
Online video case studies
80(2)
04 Products and services
82(15)
Generic product categories
85(1)
Product/service life cycle
86(5)
Quality
91(4)
Online video courses and lectures
95(1)
Online video case studies
96(1)
05 Advertising and promotion
97(21)
The rules of advertising
98(8)
Websites and effective internet presence
106(2)
Tracking website traffic
108(6)
Selling
114(3)
Online video courses and lectures
117(1)
Online video case studies
117(1)
06 Place and distribution
118(19)
Chanfiel structures
119(3)
Channels of distribution
122(4)
Logistics
126(5)
Outsourcing
131(4)
Online video courses and lectures
135(1)
Online case studies
136(1)
07 Pricing
137(14)
Economic theory and pricing strategy
138(5)
Pricing strategies - the marketing options
143(3)
Pricing objectives
146(1)
Review your products and services
146(3)
Online video courses and lectures
149(1)
Online video case studies
150(1)
08 People: managing the marketing organization
151(29)
Marketing strategy vs structure, people and systems
152(1)
Structures - the options
152(12)
People
164(1)
Systems
165(4)
Culture
169(4)
Organizational behaviour
173(5)
Online video courses and lectures
178(1)
Online video case studies
179(1)
09 Maths for marketing
180(15)
Quantitative research and analysis
181(4)
Forecasting
185(3)
Surveys and sample size
188(1)
Marketing operations
189(4)
Online video courses and lectures
193(1)
Online case studies
193(2)
10 Marketing and the law
195(15)
Trading regulations
196(1)
Employment legislation
197(1)
Intellectual property
198(5)
Ethics in marketing
203(5)
Online video courses and lectures
208(1)
Online video case studies
209(1)
11 Marketing plans and budgets
210(13)
Shaping marketing plans - tools and techniques
210(4)
Marketing and business plans
214(4)
Budgets and variances
218(4)
Online video courses and lectures
222(1)
Online video case studies
222(1)
12 Essential accounting and finance for marketing
223(42)
Accounting
223(16)
Finance
239(8)
Pricing decisions and their relationship with costs, volume and ultimately profits
247(9)
Crowdfunding
256(4)
Marketing investment decisions
260(3)
Online video courses and lectures
263(1)
Online video case studies
263(2)
Index 265
Colin Barrow is a Visiting Fellow at Cranfield University and the former Head of the Enterprise Group. Over the past 40 years, he has lectured and researched in business schools across the world. He is also the author of The Business Plan Workbook, The 30 Day MBA, The 30 Day MBA in Finance and The 30 Day MBA in International Business and Supply Chain Management. He is based in Cornwall, UK