Textbook Marketing: Leading Marketing Professors From the World's Top Business Schools on the Fundamentals All Business Professionals Should Know About Marketing (Inside the Minds Series)

Inside the Minds: Textbook Marketing is the most authoritative book ever written on the essentials of marketing, for the business professional. Featuring Marketing Chairs from some of the nation's leading Business Schools, these pages brim with insights from those at the height of their profession, who have each contributed chapters akin to objective, experience-related, white papers or essays on the core issues of marketing, to make for an overarching as well as in-depth presentation of the fundamentals - the unspoken rules and the important issues for the future. From the history of marketing matters to the key concepts that help to govern the ways in which business operates today, this book pulls readers through all facets of marketing strategy from beginning to end. The different niches represented and the varied perspectives presented, enable readers to really get inside the great academic minds of marketing as they go back to basics in a must-read for every business professional.