The 30 Day MBA in Marketing 3rd edition

01 Introduction to marketing 11

Understanding markets 12

Marketing in the internet era 13

Online video courses and lectures 21

Online video case studies 22

02 Buyer behaviour 23

Understanding customers 25

Features, benefits and proofs 29

Market research 30

Market segmentation 37

What market segmentation can help a business achieve 46

Online video courses and lectures 49

Online video case studies 49

03 Marketing strategy 51

Devising marketing strategy – the overview 54

Getting the measure of markets 61

Brands 68

Marketing mix 71

Strategic purpose 76

Online video courses and lectures 80

Online video case studies 80

04 Products and services 82

Generic product categories 85

Product/service life cycle 86

Quality 91

Online video courses and lectures 95

Online video case studies 96

05 Advertising and promotion 97

The rules of advertising 98

Websites and effective internet presence 106

Tracking website traffic 108

Selling 114

Online video courses and lectures 117

Online video case studies 117

06 Place and distribution 118

Channel structures 119

Channels of distribution 122

Logistics 126

Outsourcing 131

Online video courses and lectures 135

Online case studies 136

07 Pricing 137

Economic theory and pricing strategy 138

Pricing strategies – the marketing options 143

Pricing objectives 146

Review your products and services 146

Online video courses and lectures 149

Online video case studies 150

08 People: managing the marketing organization 151

Marketing strategy vs structure, people and systems 152

Structures – the options 152

People 164

Systems 165

Culture 169

Organizational behaviour 173

Online video courses and lectures 178

Online video case studies 179

09 Maths for marketing 180

Quantitative research and analysis 181

Forecasting 185

Surveys and sample size 188

Marketing operations 189

Online video courses and lectures 193

Online case studies 193