Marketing in a nutshell is an easy-to-use quick reference source for non-marketing specialists. Designed as a dip-in guide, this accessible book will be invaluable to general managers, non-qualified marketers and students taking a module in marketing alongside their other studies. Marketing in a nutshell makes the authors’ marketing know-how and expert insights accessible to all.
• Dip-in reference format makes a comprehensive powerhouse of marketing knowledge available to every non-marketing manager at a moment's notice
• Concise, easy-to-read standalone summaries of key marketing principles, concepts, tools and techniques
• Credible and expert marketing insights from leading marketing consultants especially for non-specialists
Foreword; List of tables; List of figures; Understanding the basics of marketing; Different types of marketing; Understanding customers; Understanding markets; Product management; Key elements of positioning; Marketing relationships; Management, planning and control; Index
Overview
Marketing in a nutshell is an easy-to-use quick reference source for non-marketing specialists. Designed as a dip-in guide, this accessible book will be invaluable to general managers, non-qualified marketers and students taking a module in marketing alongside their other studies. Marketing in a nutshell makes the authors’ marketing know-how and expert insights accessible to all.
• Dip-in reference format makes a comprehensive powerhouse of marketing knowledge available to every...