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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
    6. Mike Meldrum, Malcolm Mcdonald
      Pages 83-86
    7. Mike Meldrum, Malcolm McDonald
      Pages 87-89
    8. Mike Meldrum, Malcolm McDonald
      Pages 91-95
    9. Mike Meldrum, Malcolm McDonald
      Pages 97-102
    10. Mike Meldrum, Malcolm McDonald
      Pages 103-108
  5. Understanding Product Management

    1. Front Matter
      Pages 109-109
    2. Mike Meldrum, Malcolm McDonald
      Pages 111-116
    3. Mike Meldrum, Malcolm McDonald
      Pages 117-120
    4. Mike Meldrum, Malcolm McDonald
      Pages 121-126
    5. Mike Meldrum, Malcolm McDonald
      Pages 127-131
    6. Mike Meldrum, Malcolm McDonald
      Pages 133-139
    7. Mike Meldrum, Malcolm McDonald
      Pages 141-146
  6. Understanding Positioning

    1. Front Matter
      Pages 147-147
    2. Mike Meldrum, Malcolm McDonald
      Pages 149-152
    3. Mike Meldrum, Malcolm McDonald
      Pages 153-157
    4. Mike Meldrum, Malcolm McDonald
      Pages 159-162
    5. Mike Meldrum, Malcolm McDonald
      Pages 163-167
    6. Mike Meldrum, Malcolm McDonald
      Pages 169-172
  7. Understanding Marketing Relationships

    1. Front Matter
      Pages 173-173
    2. Mike Meldrum, Malcolm McDonald
      Pages 175-178
    3. Mike Meldrum, Malcolm McDonald
      Pages 179-183
    4. Mike Meldrum, Malcolm McDonald
      Pages 185-188
    5. Mike Meldrum, Malcolm McDonald
      Pages 189-192
    6. Mike Meldrum, Malcolm McDonald
      Pages 193-197
    7. Mike Meldrum, Malcolm McDonald
      Pages 199-204
    8. Mike Meldrum, Malcolm McDonald
      Pages 205-208
    9. Mike Meldrum, Malcolm McDonald
      Pages 209-216
  8. Understanding Marketing Planning and Control

    1. Front Matter
      Pages 217-217
    2. Mike Meldrum, Malcolm McDonald
      Pages 219-223
    3. Mike Meldrum, Malcolm McDonald
      Pages 225-230

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

  • DOI https://doi.org/10.1007/978-1-349-13877-7
  • Copyright Information Macmillan Publishers Limited 1995
  • Publisher Name Palgrave, London
  • Print ISBN 978-0-333-64563-5
  • Online ISBN 978-1-349-13877-7
  • Buy this book on publisher's site