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Pocket Guide to Marketing
By: Michael Thomas
Book Condition: Good
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RM21.90 RM19.71
1 in stock
Description
If you've ever been stumped by a "cash cow" or wondered if your "marketing mix" was right, if you think "cannibalization" has more to do with missionaries than marketers, then this is the book for you. From "action plans" to "zero ratings," lively definitions guide the reader into the hidden world of the account executive and product manager. Terms are defined for both sides of the Atlantic with illuminating examples."Marketing is one of the most important, yet misunderstood, activities in modern life. Too many people think of marketing as the advertising and selling of goods, whereas in truth marketing starts long before the goods exist and continues long after the goods are sold.... It should therefore not be surprising that marketing has developed an elaborate and specialized vocabulary, as well as specialized usages of common marketplace terms. Michael Thomas has performed a great service in identifying the most important marketing terms that the intelligent layman will need to know. He not only defines each term but adds information about the use and ramifications of each term. Moreover, his book contains insightful quotes and cartoons to warm up the reader to the intriguing world of marketing.... Michael Thomas is to be congratulated for making this timely contribution." Philip Kotler, Foreword to the Pocket Guide to Marketing.
