Geoffrey Randall Knihy

The second edition of this introductory marketing text blends academic rigor with an accessible style, offering a thorough overview of both traditional and contemporary marketing concepts. It explores the evolution from transactional to relational marketing, emphasizing one-to-one strategies and mass customization. New chapters address e-commerce and branding, while additional content covers marketing ethics, knowledge management, environmental marketing, and financial aspects within services marketing, ensuring a comprehensive understanding of the field's current landscape.

Effective Marketing will be ideal for those who need to grasp the essentials of marketing quickly. The book divides into three sections: the first looks at marketing as a concept, the second at marketing in practice and the third shows how to - and how not to - put together a marketing plan. Key topics covered include marketing as a strategic tool, environment and markets, customers and consumers, products and services, pricing and distribution, communication and promotion, planning for success, and teamwork. Concise, clearly structured and practical, this book will spark off marketing ideas and show how to turn them into successful marketing practice.

En qué consiste realmente el marketing en el siglo XXI? ¿Cómo analizar los mercados y la competencia, posicionar nuestra marca y crear un plan de marketing estratégico? ¿Cómo aplicar las técnicas del marketing a los mercados de consumo, industriales, de servicios y de empresa a empresa? Las respuestas a estas preguntas y mucho más se pueden encontrar en Principios del marketing, ahora en su segunda edición. Esta obra concisa ofrece un análisis actualizado y sencillo de leer sobre el marketing en la práctica.