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Synopsis
Many introductory marketing books provide too much coverage of non-critical material. Others provide too little coverage of subjects that are at the very heart of the discipline. MARKETING IN A NUTSHELL eliminates extraneous content and offers readers clear, concise and complete coverage of concepts that are essential to marketing theory and practice.
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About the Author
Sheri Bridges is an associate professor of marketing in the Schools of Business at Wake Forest University. In the 20 years since she graduated from Stanford University with a Ph.D. in marketing, she has taught courses in marketing, consumer behavior, brand management, new product development, integrated marketing communications and marketing strategy to undergraduate, full-time MBA, evening MBA and executive MBA students.
From the Back Cover
Clear. Concise. Complete.
- Companies don't make money; customers give it to them.
- Customers deliver dollars,and marketing delivers customers.
- Marketing is the process of creating, maintaining, and improving mutually valuable customer relationships.
- Value = Benefits/Price
From the Inside Flap
Marketing and its role in business ...................................3
Monitoring external conditions .......................................9
Marketing ethics ..........................................................15
Consumer behavior ......................................................25
Marketing research ......................................................33
Segmentation, targeting and positioning ........................41
New product/service development ................................50
No products, not services, but brands, brands, brands!!...56
Price ............................................................................64
Distribution channels ....................................................72
Integrated marketing communications ...........................77
Financial aspects of marketing: terms and formulas .........90
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Marketing in a Nutshell
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