KnowThis: Marketing Basics

KnowThis: Marketing Basics 2nd edition offers detailed coverage of essential marketing concepts. This very affordable book is written by a marketing professor and covers the same ground as much more expensive books while offering its own unique insights. The book takes a highly applied approach including offering over 150 real-world examples.

The new edition includes enhanced coverage of numerous new developments and how these affect marketing including social networks, mobile device applications ("apps"), neuro-research, group couponing, smartphone payments, quick response codes, to name a few. The new edition also features expanded coverage of globalization, Internet and mobile networks, consumer purchase behavior and much more.

The book is ideal for marketing professionals, students, educators, and anyone else who needs to know about marketing.

Supported by KnowThis.com, a leading marketing resource.

Contents:
1: What is Marketing?
2: Marketing Research
3: Managing Customers
4: Understanding Customers
5: Targeting Markets
6: Product Decisions
7: Managing Products
8: Distribution Decisions
9: Retailing
10: Wholesaling & Product Movement
11: Promotion Decisions
12: Advertising
13: Managing the Advertising Campaign
14: Sales Promotion
15: Public Relations
16: Personal Selling
17: Pricing Decisions
18: Setting Price
19: Managing External Forces
20: Marketing Planning & Strategy
Appendix: Marketing to the Connected Customer