Marketing: The Basics

Author: Karl Moore and Niketh Pareek 

Year: 2006

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. A user-friendly, easy-to-follow guide, Marketing: The Basics is perfect for students, plus those professionals who require an understanding of this important subject in their day-to-day working lives.