Niketh Pareek

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.

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.

‘…a punchy, stripped-down version of what marketing is all about.’ – The Times Higher Education SupplementIf you have a product you’re looking to market, or you’re seeking to learn more about the potential of online marketing, Marketing: The Basics tells you everything you need to know about the techniques marketers use to push their product to the ‘tipping point’. The essentials of e-commerce are explored and explained, along side more traditional marketing approaches in this revised and updated new edition. This book: Explains the fundamentals of marketing and useful concepts such as the Long Tail Includes an international range of topical case studies, such as Obama’s presidential campaign, Facebook, and Google Also includes a glossary of terms, guides to further reading and critical questions to assist further thinking and studyThis lively and user-friendly introduction is perfect for professionals seeking to learn more about subject, and recommended for sixth-form, first-year undergraduate and MBA students.

‘…a punchy, stripped-down version of what marketing is all about.’ – The Times Higher Education SupplementIf you have a product you’re looking to market, or you’re seeking to learn more about the potential of online marketing, Marketing: The Basics tells you everything you need to know about the techniques marketers use to push their product to the ‘tipping point’. The essentials of e-commerce are explored and explained, along side more traditional marketing approaches in this revised and updated new edition. This book: Explains the fundamentals of marketing and useful concepts such as the Long Tail Includes an international range of topical case studies, such as Obama’s presidential campaign, Facebook, and Google Also includes a glossary of terms, guides to further reading and critical questions to assist further thinking and studyThis lively and user-friendly introduction is perfect for professionals seeking to learn more about subject, and recommended for sixth-form, first-year undergraduate and MBA students.