Marketing Pocketbook (ebook only)

Description

The Marketing Pocketbook is authoritative, comprehensive and – with its clear, concise, factual wording – easily accessible. Authoritative because it is written by an experienced and highly respected management consultant. Comprehensive because of the sheer volume of facts that this Pocketbook manages to squeeze in. The content is structured into three parts. The first part explains the basic concepts and looks at what marketing is. The second deals with the marketing process, in other words how to go about it. The final part of the Pocketbook looks at putting the theory into practice. All the fundamentals of marketing are covered, from market research and developing a marketing strategy to planning and implementing marketing campaigns. And accessible because we strip away all the unnecessary padding and present nothing but the key facts.

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Endorsements

“A great primer for those interested in finding out more about marketing terminology, tools and techniques. With helpful updates on the impact of digital on marketing.”
Kerry Chapman, Regional Director – Industry Marketing UK & Europe Tata Consultancy Services

“This book makes it clear that marketing is more than a department or discipline; it is an ethos running throughout the organisation.”
Clare Argent, Senior Marketing Manager, global technology consultancy