BASICS Marketing Featured topics 03 Basic business economics Brand identity Competitive strategies Ethical issues Handling a crisis Managing people The numbers Vision and leadership Featured case studies Advertising executives go to jail Apple's iPod and iPhone Bob Seelert and Kayser-Roth British Airways ­ branding business class Ritz-Carlton ­ inspiring leadership Samsung ­ becoming a market leader Tiffany & Co. ­ a powerful brand Tylenol versus Cadbury AVA Academia's Basics Marketing titles are designed to provide students with a theoretical and practical exploration of each of the fundamental topics within the discipline of marketing. Packed with examples and fully illustrated with clear diagrams and inspiring imagery, they offer an essential exploration of the subject. Basics Marketing: Marketing management provides a battery of invaluable business skills, ideas and tools for students and practitioners of marketing. Understanding how to create marketing programmes is one thing. Understanding how to take