Ian Ruskin-Brown. For the last 26 years Ian Ruskin-Brown has been the owner/entrepreneur of several Service Businesses. He ran a market research company – Marketing Decisions International Ltd – from 1980 to 1994. The company was a full member of the Market Research Society. It was through these businesses that Ian conducted many market research and consultancy projects for firms in the Service Sector: from government organisations (BBC, HM Customs & Excise) to the Law Society, several national and international airlines, banks and building societies.
Ian was course director at the Chartered Institute of Marketing for courses on Marketing in the Service Sector (1984-1988). Additionally, Ian designed, wrote and piloted in-company training courses on marketing and selling consultancy services for a number of blue chip companies including The IBM Marketing University, ICL Training and Kodak Health Imaging.
He currently runs the Marketing Your Services course for Management Center Europe (part of the American Marketing Association). He also runs client specific courses in the USA and South East Asia.
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The ideal book for anyone seeking an introduction to marketing that is both comprehensive and accessible: all the key concepts, skills and techniques backed up by a wealth of examples and real-life case studies which make the concepts instantly meaningful.
Provides entrepreneurs with a practical guide on how to set and manage the pricing of both products and services. It outlines the process of deriving a pricing strategy first, then monitoring the profit implications of the pricing decisions made. In a climate of market instability, the skilful use of pricing strategies has never been more important.