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OverviewMarketing Fundamentals for Future Professionals offers concise yet comprehensive coverage of the language and theory of marketing and shows how marketing principles can be used in both personal and professional life. Modeled on practice-oriented handbooks, this easily adaptable text explains how marketing principles are fundamental to business and become life skills relevant to careers and relationships. Each chapter opens with an explanation of why students need to understand and master the content and how it can help them. Students learn about consumer behavior, segmentation and targeting, positioning, and product development and management. The book also discusses branding, services, promotional theory, personal selling, and strategic marketing. The revised first edition features updated branding models, additional content on big data and machine learning, and fresh business cases to provide students with the most up-to-date examples. Marketing Fundamentals for Future Professionals is theoretically grounded yet highly practical. It is well suited to undergraduate business courses and is especially helpful for anyone looking for a solid foundation in the marketing discipline regardless of where they are in their careers. Full Product DetailsAuthor: Bruce RobertsonPublisher: Cognella Academic Publishing Imprint: Cognella Academic Publishing Dimensions: Width: 17.80cm , Height: 2.20cm , Length: 25.40cm Weight: 0.857kg ISBN: 9781516555512ISBN 10: 1516555511 Pages: 370 Publication Date: 13 January 2017 Audience: General/trade , General Format: Hardback Publisher's Status: Active Availability: In stock We have confirmation that this item is in stock with the supplier. It will be ordered in for you and dispatched immediately. Table of ContentsReviewsAuthor InformationTab Content 6Author Website:Countries AvailableAll regions |