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.
Features:
- 'Jump-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
Part 1 Understanding the Basics of Marketing
Part 2 Different Types of Marketing
Part 3 Understanding Customers
Part 4 Understanding Markets
Part 5 Product Management
Part 6 Key Elements of Positioning
Part 7 Marketing Relationships
Part 8 Management, Planning and Control