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.
The success of any business depends upon effective marketing. An understanding of the key principles and techniques is vital for managers of all levels, and not just those in the marketing department.
Mastering Marketing provides a clearly written explanation of the core skills and concepts needed to market your business profitably. Offering more than just short-term selling ‘tricks’, it provides techniques for building and maintaining a long-term profitable market position.
Particularly useful to managers newly appointed to the marketing department, or those wishing to liaise more closely with it, this book will also prove invaluable to owner-managers wishing to adopt a more structured approach to business development.
Ian Ruskin-Brown has more than 35 years’ marketing
experience. He worked in the operational field and planning functions
for J Lyons, Reed, Trebor, Esso and Goodyear before establishing his own
marketing consultancy specialising in market research services and
training in marketing and sales skills.
ISBN 978 185418323 1
at Amazon UK