Marketing: The Basics

The Basics

by Karl Moore, Niketh Pareek

The Basics is a clear, concise resource for students or practitioners looking to improve their understanding of marketing fundamentals in a global context. Covering the basic functions of marketing, its role in corporate decision-making and the importance of competitive strategies, this accessible text provides international perspectives on the areas discussed through examples of practice from North America, Asia, Europe and the Middle East. Relating insights and experiences to real-life marketing contexts in order to provide practically applicable information, key areas explored A user-friendly, easy-to-follow guide, The Basics is perfect for sixth-form, first-year undergraduate and MBA students, plus those professionals who require an understanding of this important subject in their day-to-day working lives.

232 pages, Paperback

First published June 6, 2006

Reviews

[Riku Sayuj · Rating 4 out of 5]

I love reading introductory books. It helps to pick one up on a regular basis. Thankfully the market is overflowing with them. I have found that sometimes it is more invigorating to read one than to read specialist books with lots of ideas and suggestions. The intro frees up space for you to think and work with the basic tools. That is useful if you are in marketing, especially when the daily rigors allow little room for theoretical reasoning.

This is a decent introduction and covers a lot of ground without being obscure or loading up with technical terms. Not too many references either. On the other hand, it doesn’t give much in terms of detail. The author keeps it light and focuses on explaining terms and the logical connections between them, all the while keeping the structure of an organization in view, thus making sure that the reader understand the concepts in context. Recommended for a quick glance before diving into text books.

[Jonathan · Rating 2 out of 5]

I don't have much to say, but this book was a disappointment.

One of the major limiting factors that this book has is that it's far too outdated in comparison to how much Marketing and Digital Marketing has changed. However, this is mostly true for the vast majority of marketing books as the field is always changing which is why you're better of using blogs and online material to keep up to date with the world.

The second issue is that even though there is a wide range of useful information available to you, it is written without passion and it was a real slog to get through it. It is not a fun book to read at all and it was quite boring.

I only gave this a 2* due to it having further reading sections at the end of every chapter, which I always appreciate.

[Cat · Rating 2 out of 5]

Very general overview of marketing principles. Written informally, which makes it more readable in places but also harder to quote in an academic setting (though I suppose this is only relevant to students). Quite badly written and edited in a surprising number of places throughout. A good introduction but I think you could find similar books which do a better job.