Marketing in a Nutshell

Marketing in a Nutshell

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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-specialistsAs a communications tool, mobile marketing can be highly cost-effective and a valuable complement to other media in the promotions mix. ... Creative costs are low and production costs negligible. ... Viral a#39;tell-a-frienda#39; campaigns can be used to generate high awareness levels at relatively low cost, with effective targeting.

Title:Marketing in a Nutshell
Author:Mike Meldrum, Malcolm McDonald
Publisher:Butterworth-Heinemann - 2007


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