The Fast Forward MBA in Marketing

When those big marketing decisions loom and success hangs in the balance, you need reliable, authoritative information immediately-not tomorrow, not next week, NOW! With The Fast Forward MBA in Marketing as your constant companion, you've got it!

In this resource you'll find clear, concise coverage of the complete range of essential marketing topics in a format designed especially for people who need answers quickly. You'll also find cutting-edge ideas from highly regarded thinkers and doers and the world's best MBA programs. This indispensable guide brings you:

• Essential marketing concepts-product, price, place, and promotion
• A rapid-fire overview of marketing innovations, technological breakthroughs, and important trends of the past decade
• The latest methods and suggestions for solving your toughest marketing problems
• Cutting-edge articles from Marketing Tools magazine that illustrate how successful entrepreneurs and businesses employ these concepts in the real world
• Multiple access points -index, cross-references, and icons - that lead you quickly to the answers you need
• A convenient format with short, lively entries that tell you what you need to know without bogging you down in theory

Contents

Preface
Introduction - The Marketing concept and the marketing mix

1. Product.
2. Price.
3. Place.
4. Promotion.
5. Customers.
6. Action Marketing.
7. Appendix.