Promotional Information

Allows the reader access to the marketing disciplines, skills and language taught at top business schools - at a tiny fraction of the expense Incorporates hundreds of free open access resources including the latest lectures from the world's top business schools High profile case studies include Moonpig, dunhumby, TomTom, Match.com and Victoria's Secret

Table of Contents

• • Chapter - 0: List of Figures
  • Chapter - 0: List of Tables
  • Chapter - 0: Introduction
  • Chapter - 01: Introduction to marketing;
  • Chapter - 02: Buyer behaviour;
  • Chapter - 03: Marketing strategy;
  • Chapter - 04: Products and services;
  • Chapter - 05: Advertising and promotion;
  • Chapter - 06: Place and distribution;
  • Chapter - 07: Pricing;
  • Chapter - 08: People: managing the marketing organization;
  • Chapter - 09: Maths for marketing;
  • Chapter - 10: Marketing and the law;
  • Chapter - 11: Marketing plans and budgets;
  • Chapter - 12: Additional core general MBA subjects

About the Author

Colin Barrow has spent 15 years applying the principles and knowledge acquired through his own MBA to successfully running companies. He has lectured, researched and collaborated with colleagues in business schools in the UK, America, Australia, the Far East and throughout Europe and is currently a visiting fellow at Cranfield University and teaches there regularly. He is also the author of The Business Plan Workbook and Financial Management for the Small Business (both Kogan Page).