Mastering Marketing: The Complete MBA Companion in Marketing - Softcover

Kellogg-wharton-london-busines

Softcover

ISBN 10: 0273642227 ISBN 13: 9780273642220

Publisher: Pitman, 1999

Synopsis

The ultimate book for anyone involved or believing in the marketing concept.

About this title

From the Back Cover

Across-the-board marketing solutions drawn from the world's leading experts and newest research!

• Consumers, competitors, brand strategy, advertising, and more.
• Pricing, market entry strategies, market channels, and technology.
• New insights into global and Internet-centered marketing.

Markets are changing overnight, industry boundaries are blurring, new competitors present unprecedented threats, and customers expect more than ever before. Marketers face unprecedented challenges — and Financial Times Mastering Marketing brings together today's best insights and solutions for virtually all of them. Based on cutting edge research at the world's leading business schools, this book contains more than 50 articles, organized into ten modules, each packed with short, accessible coverage — and real answers.

Coverage includes: understanding consumers; competitive analysis; brand strategy; advertising and selling; market entry strategy and new technologies; retailing and direct selling; sector marketing; marketing in new media; global marketing; and more.

The book delivers practical solutions for familiar, thorny dilemmas of advertising, pricing, and brand extension — and for the extraordinary opportunities presented by the Internet, new media, and global markets.

About the Author

INSEAD, founded in 1959, provides management education for more than 600 MBA graduates and 5,000 executives annually, from all over the world, and has recently opened a second campus in Singapore.

The Kellogg Graduate School of Management at Northwestern University has risen to national prominence through a dedication to academic excellence, a lively spirit of innovation, a commitment to serving the marketplace, and above all, a profound sense of fellowship.

London Business School, founded in 1965, has firmly established itself as a leading international business school. It offers a 21-month MBA program, a one-year Masters in Finance course, and a broad range of general management and specialist courses for senior executives.

The Wharton School of the University of Pennsylvania, founded in 1881 as the United States' first collegiate school of management, is recognized worldwide for its innovative leadership and broad academic strengths across every major discipline and at every level of business education.

Edition details

• Publisher: Pitman
• Publication date: 1999
• Language: English
• ISBN 10: 0273642227
• ISBN 13: 9780273642220
• Binding: Paperback
• Number of pages: 352