The Marketing Pocketbook is authoritative, comprehensive
and - with its clear, concise, factual wording - easily
accessible. Authoritative because it is written by an
experienced and highly respected management consultant .
Comprehensive because of the sheer volume of facts that
this Pocketbook manages to squeeze in. The content is
structured into three parts. The first part explains the
basic concepts and looks at what marketing is. The second
deals with the marketing process, in other words how to
go about it. The final part of the Pocketbook looks at
putting the theory into practice. All the fundamentals of
marketing are covered, from market research and
developing a marketing strategy to planning and
implementing marketing campaigns. And accessible because
we strip away all the unnecessary padding and present
nothing but the key facts.
