I'm looking to buy a Marketing book that covers the basics - any suggestions?
Answers:
Philip Kotler is probably the principle author on the subject and he has a couple of texts which are good for the basics- try Marketing Management or Principles of Marketing. I have attached a link below to his homepage which has some great information.
Check out this site!
Marketing Basics
To succeed, entrepreneurs must attract and retain a growing base of satisfied customers. Marketing programs, though widely varied, are all aimed at convincing people to try out or keep using particular products or services. Business owners should carefully plan their marketing strategies and performance to keep their market presence strong.
What is Marketing?
Market Research
Marketing Strategy
Target Marketing
Managing the Market Mix
Marketing Performance
"Principles of Marketing" by Kotler, Armstrong, Wong and somebody else.
I did my degree in marketing and this is the only book I have kept from my course. Its a big text book, but does cover everything in a logical order. It does really only cover traditional marketing, so if you wanted lots about direct or digital marketing then this might not be the one for you. Although they might have brought out a revised edition since I was at uni many moons ago!
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