MBA Marketing

by Malcolm McDonald & Ailsa Kolsaker

About this book

MBA Marketing covers all the core topics essential to the study of a marketing module on an MBA programme. It begins with the basics before quickly moving on to explore more advanced issues and concepts. It is underpinned by theory but is a highly applied text, firmly linking theory to best-practice through the inclusion of many short, empirical examples.

MBA Marketing provides students with a succinct and authoritative overview of the subject and an understanding of the latest thinking on key contemporary topics. Written by renowned experts, this book offers a value creation approach to the study of marketing, and equips future and present managers with the grounding necessary for them to gain a solid understanding of real-world marketing practice.