Sheri Bridges Marketing in a Nutshell

ISBN 13: 9780983415718

Marketing in a Nutshell

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9780983415718: Marketing in a Nutshell
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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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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

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

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