Marketing in a nutshell is an easy-to-use quick reference source for non-marketing specialists. Designed as a dip-in guide, this accessible book will be invaluable to general managers, non-qualified marketers and students taking a module in marketing alongside their other studies. Marketing in a nutshell makes the authors marketing know-how and expert insights accessible to all.*Dip-in reference format makes a comprehensive powerhouse of marketing knowledge available to every non-marketing manager at a moment's notice*Concise, easy-to-read standalone summaries of key marketing principles, concepts, tools and techniques*Credible and expert marketing insights from leading marketing consultants especially for non-specialists
Accounting in a Nutshell: Accounting for the non-specialist
This is not an ordinary work from a Marketing Professor but its a much thought over result of teaching and practicing marketing. The author knows the difficulty of people who come from totally technical background and have intention to do good in Marketing and Managment. This book is a successful attempt to teach Marketing Concepts to Non MBAs. Approachable and Understanding for those who intend to pursue higher studies in Marketing. In todays environment no product can be sold off with out the service component and vice versa, this book addresses the Marketing concepts in an applicable way, with which a person can relate easily. The concepts and expressions are ina very easy language and in the last of the book, a dictionary of all Marketing concepts have been given, which are being used normally by the Marketing Professioanls. MUST HAVE!
Ideas drawn from family and systemic therapy form the basis of many interventions in mental health and childcare. This brief introduction offers an ideal starting-point for non specialists and new students keen to develop their skills. Taking a step-by-step experiential approach, it explores key concepts in vivid practice context.
Basic Elements of Narrative outlines a way of thinking about what narrative is and how to identify its basic elements across various media, introducing key concepts developed by previous theorists and contributing original ideas to the growing body of scholarship on stories. Includes an overview of recent developments in narrative scholarship Provides an accessible introduction to key concepts in the field Views narrative as a cognitive structure, type of text, and resource for interpersonal communication Uses examples from literature, face to face interaction, graphic novels, and film to explore the core features of narrative Includes a glossary of key terms, full bibliography, and comprehensive index Appropriate for multiple audiences, including students, non-specialists, and experts in the field
The most renowned figure in the world of marketing offers the new rules to the game for marketing professionals and business leaders alike. In Marketing Insights from A to Z, Philip Kotler, one of the undisputed fathers of modern marketing, redefines marketing's fundamental concepts from A to Z, highlighting how business has changed and how marketing must change with it. He predicts that over the next decade marketing techniques will require a complete overhaul. Furthermore, the future of marketing is in company-wide marketing initiatives, not in a reliance on a single marketing department. This concise, stimulating book relays fundamental ideas fast for busy executives and marketing professionals. Marketing Insights from A to Z presents the enlightened and well-informed musings of a true master of the art of marketing based on his distinguished forty-year career in the business. Other topics include branding, experiential advertising, customer relationship management, leadership, marketing ethics, positioning, recession marketing, technology, overall strategy, and much more. Philip Kotler (Chicago, IL) is the father of modern marketing and the S. C. Johnson and Son Distinguished Professor of International Marketing at Northwestern University's Kellogg Graduate School of Management, one of the definitive marketing programs in the world. Kotler is the author of twenty books and a consultant to nonprofit organizations and leading corporations such as IBM, General Electric, Bank of America, and AT&T.
???This book should be considered as required reading or the basis for a marketing management and strategy course. I strongly recommend it.??? Professor Rod Brodie, University of Auckland Business School, New Zealand ???A cracking read for those inte
A Dictionary of Marketing is an accessible, practical, and internationally-focused A-Z guide to all areas of marketing. Covering traditional techniques and theories, as well as the latest terms and concepts in web, digital and social marketing, this is the ideal reference for students and practitioners of marketing worldwide.
To-the-point, authoritative, no-nonsense solutions have always been a trademark of O'Reilly books. The In a Nutshell books have earned a solid reputation in the field as the well-thumbed references that sit beside the knowledgeable developer's keyboard. C++ in a Nutshell lives up to the In a Nutshell promise. C++ in a Nutshell is a lean, focused reference that offers practical examples for the most important, most often used, aspects of C++. C++ in a Nutshell packs an enormous amount of information on C++ (and the many libraries used with it) in an indispensable quick reference for those who live in a deadline-driven world and need the facts but not the frills. The book's language reference is organized first by topic, followed by an alphabetical reference to the language's keywords, complete with syntax summaries and pointers to the topic references. The library reference is organized by header file, and each library chapter and class declaration presents the classes and types in alphabetical order, for easy lookup. Cross-references link related methods, classes, and other key features. This is an ideal resource for students as well as professional programmers. When you're programming, you need answers to questions about language syntax or parameters required by library routines quickly. What, for example, is the C++ syntax to define an alias for a namespace? Just how do you create and use an iterator to work with the contents of a standard library container? C++ in a Nutshell is a concise desktop reference that answers these questions, putting the full power of this flexible, adaptable (but somewhat difficult to master) language at every C++ programmer's fingertips.
The recent turbulence in the global financial markets has drawn attention to an alternative system of financial intermediation: Islamic banking and finance, which has so far remained on the sidelines of the unrest. Islamic Finance in a Nutshell is a quick and easy guide to understanding the fundamentals of Islamic Finance and how the Islamic Financial markets work. Designed as a quick read for practitioners needing to pick up the basics of the industry, it will enable readers to understand the differences Islamic and Western finance. Starting with the rise of Islamic finance, the book highlights the key areas which practitioners need to grasp to understand the marketplace including financial statement analysis, Sharia’a law, making money in the absence of interest and regulation. The book also provides readers with a basic guide to Arab terminology and a guide to the top financial institutions within the Islamic markets. This is an ideal guide for anyone with an interest in how these financial markets work, but who do not want to be bogged down in complex and unnecessary terminology.
Book DescriptionMarketing Plans for Service Businesses is based on the successful Marketing Planning for Services, which has been completely overhauled, updated and revised to give a new and authoritative guide to the challenge of creating marketing plans that produce significantly improved bottom-line results. It is written in a pragmatic, action-orientated style and each chapter has examples of marketing planning in practice. The authors highlight key misunderstandings about marketing andthe nature of services and relationship marketing.The marketer is taken step-by-step through the key phases of the marketing planning process and alerted to the barriers that can prevent a service organisation being successful in introducing marketing planning. Practical frameworks and techniques are suggested for undertaking the marketing planning process and implementing the principles covered. The world renowned authors also tackle key organisational aspects relating to marketing planning which can have a profound impact on its ultimate effectiveness. These include: marketing intelligence systems; market research; organisation development stages; marketing orientation. Marketing Planning for Services is for marketers in the service sector and students of marketing.With revised cases and new content covering gap analysis, market mapping, CRM and integrated marketing communications it will be an essential guide for professional marketers in the service sector a well as upper level students.* Based on a successful and highly regarded first original title aimed at the steadily expanding needs of service businesses* Massively revised and updated with new perspectives and cases* Written by one of the best known and acclaimed author teams in the sector who can give effective advice on understanding and then creating practical marketing plans for service businesses.
This textbook covers both the fundamental and strategic elements of marketing. No prior knowledge of the subject is assumed. It is an easy to assimilate text, written in an intelligent, yet comprehensible manner. It was written for those who are studying marketing, either as part of a broader business management type curriculum, or as a specialist in its own rights. Therefore, the book is aimed at diploma, degree and postgraduate candidates in business management as well as candidates on specialist marketing programmes. It is divided into twelve chapters and starts by introducing readers to the tenets of the marketing concept and the importance of adopting a strategic approach to the subject. The first chapter is intended to give readers a comprehensive overview of what is to follow, and to allay any apprehensions about what the subject contains. Case studies at the end of each chapter allow readers to test their understanding of marketing in a practical manner. Each chapter ends with a number of key concepts which students should find useful when revising for examinations. The text then examines business customers and end consumers, in terms of their purchasing behavior .
This volume, the third in a new series on the economics Africa, provides a series of rigorous but accessible essays examining key policy challenges facing Tanzania over the coming decades. The book seeks to support informed, non-partisan debate on economic policy options for Tanzania. Written in a non-technical manner by leading scholars in the field, the chapters address key challenges in the areas of agriculture, trade, urbanization, employment, finance, and natural investment. The book is targeted both at academics and policy makers and also at non-specialists in the media and across civil society both in Tanzania and elsewhere in Africa.
Key Concepts in Business Practice is one of a range of comprehensive glossaries with entries arranged alphabetically for easy reference. All major concepts, terms, theories and theorists are incorporated and cross-referenced. Additional reading and Internet research opportunities are identified. More complex terminology is clarified with numerous diagrams and illustrations. With over 500 key terms defined, the book represents a comprehensive must-have reference for anyone studying a business-related course or those simply wishing to understand what business practice is all about.
A detailed yet concise handbook clarifying all the major terms needed for a thorough understanding of key research methodology concepts in business and management. An invaluable guide for students at all levels seeking assistance with projects, research proposals, dissertations and theses; including case studies and suggestions for further reading.