The Marketing Pocketbook (Management Pocketbooks)

by PhilHailstone (Illustrator), NeilRussell-Jones (Author)

• Used

  Paperback
  2004

  $5.84

  Designed to give readers a thorough grounding in the basic concepts and theories of marketing, the pocketbook is structured into three parts. The first part deals with the fundamental concepts, while part two addresses the marketing process - in other words, how to go about it. The final part explains how to put the theory into practice. All the fundamentals are covered, from market research and the development of a marketing strategy, to the planning and implementation of marketing campaigns.

• Used

  Paperback
  1996

  $4.62

  This pocketbbok argues that marketing is not just limited to a single department within an organization, but a company-wide responsibility. It covers market research, strategy, marketing mix, tactics, and methods commnication.