Description
Book SynopsisRuth Gosnay has been a Senior Lecturer in Marketing for 8 years. She has extensive experience of working for household names in various marketing roles.
Neil Richardson is a marketing lecturer at Leeds Business School and is actively involved in marketing research. He has a wealth of private sector experience.
Table of Contents
- Chapter - 00: Introduction;
- Chapter - 01: Marketing: separating fact from fiction;
- Chapter - 02: The marketing environment;
- Chapter - 03: Customers in all their glory;
- Chapter - 04: Using research to make informed decisions;
- Chapter - 05: Product management;
- Chapter - 06: Right time, right place, right quantity, right condition;
- Chapter - 07: You paid how much?;
- Chapter - 08: How communication works;
- Chapter - 09: Services marketing vs marketing services;
- Chapter - 10: How to create a marketing plan;
- Chapter - 11: Sustainable marketing in the 21st century;
- Chapter - 12: Questions answered
