Mastering Marketing Edition 2

September 2006
More details
  • Publisher
  • Published
    30th September 2006
  • ISBN 9781854183231
  • Language English
  • Pages 350 pp.
  • Size 5.875" x 8.33"
  • Images illus

Mastering Marketing provides a clearly written explanation of the core skills and concepts needed to market a business profitably. Offering more than just short-term selling tricks, it provides techniques for building and maintaining a long-term profitable market position.

It is ideal for those working in marketing for the first time, managers in other functions—i.e. finance, HR, production—who need to understand this crucial role in the organization, in-company training courses, and business degree and MBA courses.

1) The Power of Marketing—Effectiveness is More Important Than Efficiency; The Law of Supply and Demand; 2) How Marketing Works; 3) Introducing the New Marketing Mix: the Marketing Tools (The Four or Five P’s); The Product; Distribution: Your Route to Market; Marketing Communications and Promotions; Marketing Pricing; 5) The Marketing Plan; 6) The Marketing Audit—Deriving Foundations for a Marketing Strategy; 7) Getting the Feedback; Appendix: Planning a Campaign; Index.

Ian Ruskin-Brown

Ian Ruskin-Brown is a highly experienced marketing consultant. For fourteen years he was a course director for the Chartered Institute of Marketing. He designed, wrote and piloted the in-company training courses on marketing and selling their consultancy services for The IBM Marketing University, ICL Training and Kodak Health Imaging. He currently runs the Marketing Your Services Course for Management Centre Europe, part of the American Marketing Association.