Marketing: The Basics

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 undergraduat