Summary
Contents
Subject index
For help preparing for, and support during your MBA course, The Essential MBA brings together a comprehensive overview of the main subjects taught on MBA and business and management programs in one book.
Each chapter is written by a specialized contributor and offers students a helpful introduction to each topic of study, including: Useful sections on research methods and study skills; Further reading recommendations and questions for reflection; A critical perspective of the subject matter; discussions of the underlying assumptions of mainstream theories; and reviews of alternative approaches.
Covering many key areas of management, this text is an invaluable guide for MBA students, as well as offering a useful introduction for undergraduate and graduate students of business and management and practitioners interested in reflecting how some areas of current thinking relate to their own experience and practice.
Chapter 4: Marketing
Marketing
Chapter Overview
- Marketing Concept 82
- Marketing Philosophy 82
- Marketing as Exchange 84
- Exchange and the Consumer 84
- Segmentation, Targeting and Positioning 90
- The Marketing Mix 92
Key Concepts
Distribution; Grey marketing; Marketing; Marketing communications; Positioning
This chapter aims to provide students with an introduction to the concepts and tools of marketing. It will commence with the definitions that illustrate marketing's contribution to the organization, then move on to discuss the strategic and tactical imperative of marketing and describe the interaction between organizations, suppliers, customers and consumers. It should be noted that there are many linkages between this area and that of strategic management. It would therefore be useful to read this chapter in conjunction with Chapter 9 on Strategy which covers related material such as environmental analysis, strategic ...
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