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Essential Marketing Skills

1st Edition
007471225X · 9780074712252
Peter Rixs Essential Marketing Skills is a new text for non marketing students who do not need the depth or detail supplied in the full edition of Peters Marketing: A Practical Approach. Real world case studies and exercises are the Rix trademark. Th… Read More
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  • Colour, print bound version of the complete text

Preface

Part A: MARKETING PRINCIPLES

1. Marketing in the 21st Century

2. Analysing the current situation

3. Gathering marketing information

4. Market segmentation, targeting and positioning

5. Understanding consumer and business markets


PART B: The Marketing Mix

6. The marketing mix - product strategies

7. The marketing mix - pricing strategies

8. The marketing mix - distribution strategies

9. The marketing mix - promotion strategies

10. Financial aspects of marketing

Peter Rixs Essential Marketing Skills is a new text for non marketing students who do not need the depth or detail supplied in the full edition of Peters Marketing: A Practical Approach.


Real world case studies and exercises are the Rix trademark. This new text takes the practical approach that ensured Peter's other text became an award-winning bestseller. Essential Marketing Skills covers internet marketing, global issues, ethical challenges and marketing in a small business from an Australian perspective. Fully supported by a comprehensive and dedicated website, this text comes with an Online Learning Center for students and teachers, as well as a range of teacher resources.

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