Publisher Description

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.

Author Biography

The author 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.

Table of Contents

1 The power of marketing; Part I: Effectiveness is more important than efficiency; Part II: The law of supply and demand; 2 How marketing works; 3 Choosing your customers; 4 The marketing mix; Part I: The product; Part II: Marketing pricing; Part III: Your route to market - distribution; Part IV: Marketing promotion and communications; 5 The marketing plan; 6 The marketing audit; 7 Getting the feedback; Appendix; Workbook; Planning a campaign.

Long Description

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.

Description for Bookstore

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, in-company training courses and business degree and MBA courses.

Details