You are previewing The 30 Day MBA in Marketing, 2nd Edition.
O'Reilly logo
The 30 Day MBA in Marketing, 2nd Edition

Book Description

The 30 Day MBA in Marketing gives you all the marketing skills and know-how you would get from an MBA course at a top business school - at a tiny fraction of the cost.

Table of Contents

  1. Cover
  2. Guide
  3. Title Page
  4. Contents
  5. List of figures
  6. List of tables
  7. 01    Introduction to marketing
    1. Understanding markets
    2. Marketing in the internet era
    3. Online video courses and lectures
    4. Online video case studies
  8. 02    Buyer behaviour
    1. Understanding customers
    2. Features, benefits and proofs
    3. Market research
    4. Market segmentation
    5. What market segmentation can help a business achieve
    6. Online video courses and lectures
    7. Online video case studies
  9. 03    Marketing strategy
    1. Devising marketing strategy – the overview
    2. Getting the measure of markets
    3. Brands
    4. Marketing mix
    5. Online video courses and lectures
    6. Online video case studies
  10. 04    Products and services
    1. Generic product categories
    2. Product/service life cycle
    3. Quality
    4. Online video courses and lectures
    5. Online video case studies
  11. 05    Advertising and promotion
    1. The rules of advertising
    2. Websites and effective internet presence
    3. Tracking website traffic
    4. Selling
    5. Online video courses and lectures
    6. Online video case studies
  12. 06    Place and distribution
    1. Channel structures
    2. Channels of distribution
    3. Logistics
    4. Outsourcing
    5. Online video courses and lectures
    6. Online case studies
  13. 07    Pricing
    1. Economic theory and pricing strategy
    2. Pricing decisions and their relationship with costs, volume and ultimately profits
    3. Pricing strategies – the marketing options
    4. Review your products and services
    5. Online video courses and lectures
    6. Online video case studies
  14. 08    People: managing the marketing organization
    1. Marketing strategy vs structure, people and systems
    2. Structures – the options
    3. People
    4. Systems
    5. Online video courses and lectures
    6. Online video case studies
  15. 09    Maths for marketing
    1. Quantitative research and analysis
    2. Forecasting
    3. Surveys and sample size
    4. Marketing operations
    5. Marketing investment decisions
    6. Online video courses and lectures
    7. Online case studies
  16. 10    Marketing and the law
    1. Trading regulations
    2. Employment legislation
    3. Intellectual property
    4. Ethics in marketing
    5. Online video courses and lectures
    6. Online video case studies
  17. 11    Marketing plans and budgets
    1. Shaping marketing plans – tools and techniques
    2. Marketing and business plans
    3. Budgets and variances
    4. Online video courses and lectures
    5. Online video case studies
  18. 12    Additional core general MBA subjects
    1. Accounting and finance
    2. Organizational behaviour
    3. Strategy
    4. Online video courses and lectures
    5. Online video case studies
  19. Index
  20. Copyright