3rd Edition
Marketing The Basics
Introduction
Chapter 1: What is Marketing?
Chapter 2: Strategic Marketing Management
Chapter 3: Segmentation, Targeting, and Positioning
Chapter 4: Market Research
Chapter 5: Product and Placement
Chapter 6: Price
Chapter 7: Promotion
Chapter 8: People
Chapter 9: Digital Marketing
Chapter 10: AI and Emerging Technologies
Chapter 11: Global Marketing
Chapter 12: Sustainability in Marketing
Chapter 13: Diversity in Marketing
Chapter 14: Privacy and Ethics
Index
Biography
Karl Moore is a Professor in Strategy and Leadership at McGill University and an Associate at Green Templeton College, Oxford University where he taught full time for 5 years at the Said Business School.
Niketh Pareek is a Montreal-based Management Consultant specialising in the technology side of digital transformation, particularly in the healthcare sector.
Marie Parent is a management consultant based in Montreal, Canada and holds a Bachelor of Commerce in Finance and Strategy from McGill University. Marie has advised start-ups, non-profits, and Fortune 500 companies across North America on consumer preferences, strategic planning, funding strategies, and more.
Misako Furuya is a technology leader at Amazon, currently leading Amazon's LEO satellite communication enterprise services in Japan.
