Marketing in Manageable Bites For Busy
Managers & Overworked Students

By Mike Meldrum and Malcolm McDonald
March 2000
Macmillan UK
ISBN: 0333764439
320 pages
$57.50 paper original

'A good basic text which covers the relevant topic areas in an accessible and appropriate way. Ideal for MBA courses with variable levels of prior knowledge.' - Ranmali Senaratna, City University

Marketing in Manageable Bites provides an invaluable resource and reference guide for those wishing to understand the essentials of marketing. Ideal as both a quick primer for those new to the subject or as a useful aid for practising managers and those on short courses, this updated book offers excellent and concise coverage of all the fundamentals.

With over 50 topics, each concept is presented as a 10-minute read - a stand-alone discussion of approximately 1000 words, which covers the essential issues of that particular concept. Brought fully up-to-date, this new version of Key Marketing Concepts, has been enhanced with improved cross-referencing and both concepts and alphabetical listings - to help quick and easy navigation throughout.

Understanding the Basics of Marketing
Understanding Different Forms of Marketing
Understanding Markets and Competitors
Understanding Product Management
Understanding Positioning
Understanding Marketing Relationships
Understanding Marketing Planning and Control

Author Biographies:
MIKE MELDRUM is a lecturer at Cranfield School of Management.

MALCOLM MCDONALD is Professor of Marketing Planning and Chairman of the International Marketing Planning Centre at Cranfield University
School of Management.

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