Table of contents

  1. Front Matter
    Pages iii-xii
  2. Understanding the Basics of Marketing

    1. Front Matter
      Pages 1-1
    2. Mike Meldrum, Malcolm McDonald
      Pages 3-6
    3. Mike Meldrum, Malcolm McDonald
      Pages 7-9
    4. Mike Meldrum, Malcolm McDonald
      Pages 11-16
    5. Mike Meldrum, Malcolm McDonald
      Pages 17-20
    6. Mike Meldrum, Malcolm McDonald
      Pages 21-25
    7. Mike Meldrum, Malcolm McDonald
      Pages 27-30
  3. Understanding Different Forms of Marketing

    1. Front Matter
      Pages 31-31
    2. S. Knox
      Pages 33-36
    3. Mike Meldrum, Malcolm McDonald
      Pages 37-40
    4. Mike Meldrum, Malcolm McDonald
      Pages 41-46
    5. Mike Meldrum, Malcolm McDonald
      Pages 47-51
    6. M. Jenkins
      Pages 53-55
    7. Mike Meldrum, Malcolm McDonald
      Pages 57-60
  4. Understanding Markets and Competitors

    1. Front Matter
      Pages 61-61
    2. Mike Meldrum, Malcolm McDonald
      Pages 63-68
    3. Mike Meldrum, Malcolm McDonald
      Pages 69-71
    4. Mike Meldrum, Malcolm McDonald
      Pages 73-76
    5. Mike Meldrum, Malcolm McDonald
      Pages 77-82

About this book

Introduction

This book is designed to complement courses and programmes which either include marketing as a non-specialist subject or which provide overviews of the subject rather than dealing with issues in some depth. Each of the 45 topics is presented as a 10-minute 'read' - a stand-alone discussion of approximately 1000 words, which covers the essential issues of that particular concept. It is therefore best used as a support to back-up and complement teaching and reading as people proceed through a short course or for delegates to take away to remind them of the materials covered on a programme. It is also a useful aid for practising managers who need to revisit marketing concepts on an irregular basis.

Keywords

management marketing product management

Authors and affiliations

  • Mike Meldrum
    • 1
  • Malcolm McDonald
    • 1
  1. 1.Cranfield School of ManagementUK

Bibliographic information

Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Telecommunications
Consumer Packaged Goods