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Informationen zum Autor Neil Richardson is an experienced marketing/business practitioner. He is involved in supporting other professionals who seek advice about marketing and decision making as well as being a senior lecturer and CIM course leader at Leeds Business School. He has also co-authored Develop your Marketing Skills , Develop your PR Skills , A Quick Start Guide to Social Media Marketing & Customer-Centric Marketing (all published by Kogan Page). Ruth Gosnay has been teaching as a Senior Lecturer in Marketing at Leeds Business School for 9 years. She specialises in marketing communications. Klappentext Develop Your Marketing Skills is a user-friendly guide appropriate for business people for whom implementation is the key issue. It outlines the key concepts and principles which govern the subject of marketing, such as product management, market research, communications, market coverage, creating a marketing plan and pricing perspectives. It also gives key insights into how theories and tools work in actual business scenarios, shows you how to improve customer satisfaction and highlights contemporary issues, such as sustainability. There are also summary pages at the end of each chapter containing questions and suggested activities, helping you to revise the basics and increase your confidence. With many of the issues discussed being at the cutting edge of marketing research and practice, Develop Your Marketing Skills is a must for anybody wishing to enter the marketing profession, develop their current knowledge further or run their own business. Zusammenfassung Understand the essence of marketing through a thorough explanation of the core concepts, theories and principles, presented in a practical and accessible way. Inhaltsverzeichnis 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...
