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    Marketing Management Concepts and Tools: A Simple Introduction
    Marketing Management Concepts and Tools: A Simple Introduction
    Marketing Management Concepts and Tools: A Simple Introduction
    Ebook49 pages24 minutes

    Marketing Management Concepts and Tools: A Simple Introduction

    By K.H. Erickson

    3.5/5

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    About this ebook

    Marketing Management Concepts and Tools: A Simple Introduction presents the central ideas and methods of marketing management. Discover the marketing basics, management goals, consumer-led marketing, strategic planning, and segmentation, targeting and positioning.

    Examine market dynamics and competitive strategy, the creation of a brand, consumer behaviour, business to business marketing, and market research.

    Look at market innovation, services, internet marketing, communications and advertising, distribution, pricing, and the future of marketing.

    LanguageEnglish
    PublisherK.H. Erickson
    Release dateApr 15, 2014
    ISBN9781310188664
    Marketing Management Concepts and Tools: A Simple Introduction

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    • 3/5
      A very useful book for marketers beginning and managers and CEO

    Book preview

    Marketing Management Concepts and Tools - K.H. Erickson

    Marketing Management Concepts and Tools: A Simple Introduction

    By K.H. Erickson

    Copyright © 2014 K.H. Erickson

    All rights reserved.

    No part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted in any form or by any means, including electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the author.

    Also by K.H. Erickson

    Simple Introductions

    Accounting and Finance Formulas

    Choice Theory

    Corporate Finance Formulas

    Econometrics

    Financial Economics

    Game Theory

    Game Theory for Business

    Investment Appraisal

    Marketing Management Concepts and Tools

    Mathematical Formulas for Economics and Business

    Microeconomics

    Table of Contents

    Marketing Essentials

    Management Objectives and Tasks

    A Customer-Led Business

    Segmentation, Targeting and Positioning

    Strategic Market Planning

    Market Dynamics and Competitive Strategy

    Building a Successful Brand

    Consumer Behaviour

    Market Research

    Business to Business (B2B) Marketing

    Innovation and New Product Development

    Services Marketing Strategy

    Internet Marketing

    Marketing Communications

    Advertising

    Distribution Strategy

    Pricing Strategy

    The Future of Marketing

    Marketing Essentials

    Marketing defined

    Marketing may be seen both as a set of doing tools or skill and as a holistic concept, and is popularly defined as:

    ‘Selling goods which don’t come back to people who do’

    From sellers’ markets to buyers’ markets

    Recent years have seen a shift from sellers’ markets to buyers’ markets, with businesses forced to respond to a new marketing environment:

    1. Value is

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