Mastering marketing
a comprehensive introduction to the skills of developing and defending your company´s revenue
- ISBN: 9781854183231
- Editorial: Marston Book Services
- Fecha de la edición: 2006
- Lugar de la edición: London. Reino Unido
- Encuadernación: Rústica
- Medidas: 21 cm
- Nº Pág.: 316
- Idiomas: Inglés
This is the ideal book for anyone seeking an introduction to marketing that is both comprehensive and accessible. Ian Ruskin-Brown takes you through all the key concepts, skills and techniques, backed up by a wealth of examples and real-life case studies which make the concepts instantly meaningful. Whether you have recently taken on marketing responsibilities or whether you are an entrepreneuer in a small or medium-sized business, you will find this book logical and easy to follow, from why marketing is important, through a general overview of how it works to an examination of each of its main pillars. This new edition has been considerably rewritten, examples have been updated where appropriate and the book is now fully indexed. It includes valuable new material on the Value Chain and Routes to Market. In particular, it now incorporates the fifth 'P' of the Marketing Mix, recently endorsed by Philip Kotler.
