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The 30 Day MBA, 4th Edition by Colin Barrow

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3

Marketing

  • Measuring markets
  • Assessing strengths and weaknesses
  • Understanding customers
  • Segmenting markets
  • The marketing mix
  • Selling
  • Researching markets

Business schools didn’t invent marketing but they certainly ensured its pre-eminence as an academic discipline. Principles of Marketing and Marketing Management, seminal books on the subject by Philip Kotler (et al) of Kellogg School of Management at Northwestern University, have been core reading on management programmes the world over for decades. The School’s marketing department has rated at the top in all national and international ranking surveys conducted during the past 15 years. (You can see Kotler lecture on the evolution of marketing at this link: www.leadersin.com/programmes/philip-kotler-on-the-evolution-of-marketing ...

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