Essential Marketing Skills
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Essential Marketing Skills

Essential Marketing Skills


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About the Book

Peter Rixs Essential Marketing Skills is a new text for non marketing students who do not need the depth or detail supplied in the full edition of Peters Marketing: A Practical Approach. Real world case studies and exercises are the Rix trademark. This new text takes the practical approach that ensured Peter's other text became an award-winning bestseller. Essential Marketing Skills covers internet marketing, global issues, ethical challenges and marketing in a small business from an Australian perspective. Fully supported by a comprehensive and dedicated website, this text comes with an Online Learning Center for students and teachers, as well as a range of teacher resources.

Table of Contents:
Preface Part A: MARKETING PRINCIPLES 1. Marketing in the 21st Century 2. Analysing the current situation 3. Gathering marketing information 4. Market segmentation, targeting and positioning 5. Understanding consumer and business markets PART B: The Marketing Mix 6. The marketing mix - product strategies 7. The marketing mix - pricing strategies 8. The marketing mix - distribution strategies 9. The marketing mix - promotion strategies 10. Financial aspects of marketing

About the Author :
Peter Rix brings extensive practical marketing experience to his teaching and writing. He has held senior marketing and management positions in Australia and South East Asia, and has developed marketing strategies for national and international brands such as Edgell-Birds Eye, Penfolds, Chivas Regal, CSR and Windsor Farm.In recent years he has focused on the application of marketing principles to small-to-medium sized organisations. “Many large organisations seem to have lost the capacity to really listen to their customers, whereas DME’s are often customer-focused both by nature and necessity”, he says. “It is often then simply a matter of developing systems that help these firms to adopt a strategic approach to marketing. In my own business, and when consulting to other organisations, keeping it simple and practical are the main goals”.As a practical application of his writing and teaching, Peter Rix provides consulting and training services to a diverse range of clients. He also co-owns and operates businesses in the childcare and experiential learning industries. In addition to Marketing: A Practical Approach, he is also co-author of Selling: A Consultative Approach, published by McGraw-Hill Australia.


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Product Details
  • ISBN-13: 9780074712252
  • Publisher: McGraw-Hill Education - Europe
  • Publisher Imprint: McGraw-Hill Education / Australia
  • Height: 292 mm
  • Spine Width: 14 mm
  • Width: 205 mm
  • ISBN-10: 007471225X
  • Publisher Date: 30 Sep 2002
  • Binding: Paperback
  • Language: English
  • Weight: 663 gr


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