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Mastering Marketing, Second Edition
Author: Ian Ruskin-Brown This book forms the hub of a wheel, the spokes of which examine in more detail the skills and techniques of the individual disciplines that go to make up the craft of marketing. Each one of these ‘spokes’ will cover one specialism including: • marketing strategy and plans • marketing a service business • marketing communications • key account marketing • marketing research. The sequence of the book is designed to take the reader logically through the process of learning about the craft. From why marketing is important to the business, then, via a general overview of how marketing works, to an examination of each of its main pillars: • choosing the company’s markets and customers • designing the right product – at the right price – promoting it the right way and • making it available to the customer in the right place at the right time. Mastering Marketing concludes with an introduction to the process of understanding what the company is up against in its marketplaces, and the techniques to gather this information. Wherever pertinent, I illustrate much of the content with examples from current real life businesses. In nearly every chapter there are exercises to enable the reader to consolidate their understanding via application of the chapter contents to their own business situation. Sharing Widget |
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