Marketing (the Basics)

Fully updated to reflect the current world of marketing, this book includes all the vital information you need to excel as a marketing manager in a global landscape where consumer behaviour is increasingly unpredictable.

Fully updated for today''s rapidly evolving landscape, this comprehensive guide equips marketing professionals with essential strategies to navigate unpredictable consumer behaviour and fierce online competition.

This book delivers practical frameworks for capturing audience attention and building customer loyalty in the digital age. Readers will gain actionable insights into competitive analysis, digital marketing tactics, AI applications, and data analytics, while developing a deep understanding of global marketing principles, consumer behaviour models, and ethical considerations. The integration of cutting-edge technologies with traditional marketing fundamentals provides a complete toolkit for marketing success in an increasingly complex environment. Global case studies featuring Toyota, Audible, Pfizer, Coca-Cola, and TikTok bring concepts to life, while chapter objectives, summaries, and discussion questions enhance learning and facilitate classroom engagement.

Ideal for undergraduate and graduate marketing students, as well as early-career practitioners seeking to develop foundational knowledge or experienced professionals updating their skills. The accessible approach makes it suitable for both academic courses in marketing fundamentals and digital strategy, and for self-directed professional development in global marketing contexts.

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

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.