Develop Your Marketing Skills: Understand contemporary marketing; Apply theories and principles; Use research to make informed dec by Neil RichardsonDevelop Your Marketing Skills: Understand contemporary marketing; Apply theories and principles; Use research to make informed dec by Neil Richardson

Develop Your Marketing Skills: Understand contemporary marketing; Apply theories and principles…

byNeil Richardson, Ruth Gosnay

Paperback | December 1, 2010

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The combination of market fragmentation and over-supply means the need to understand customers is greater than ever.Develop your Marketing Skillsaddresses key contemporary marketing issues in a way that allows readers to implement real changes to their organizations.

Covering product management, market research, communications, and pricing perspectives, the text gives insights into how theories and tools work in actual business scenarios.The authors show how to improve customer satisfaction and highlight timely issues such as sustainability.

With clear diagrams, chapter summaries and suggested activities, this book offers a comprehensive introduction to the marketing field.

Now including a free application for iPhones that provides extracts from 9 books in the Sunday Times Creating Success series, quotes and tips from the experts.
Ruth M Gosnayhas a vast experience of working for household names in various marketing roles. She has been a Senior Lecturer in Marketing for nine years. She is co-author ofDevelop Your Marketing Skills(also published by Kogan Page).
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Title:Develop Your Marketing Skills: Understand contemporary marketing; Apply theories and principles…Format:PaperbackDimensions:176 pages, 8.5 × 5.5 × 0.47 inPublished:December 1, 2010Publisher:Kogan PageLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0749462248

ISBN - 13:9780749462246

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Table of Contents

1. Marketing: separating fact from fiction

2. The marketing environment

3. Customers in all their glory

4. Using research to make informed decisions

5. Product management

6. Right time, right place, right quantity, right condition

7. You paid how much?

8. How communication works

9. Services marketing vs marketing services

10. How to create a marketing plan

11. Sustainable marketing in the 21st century

12. Questions answered