Develop Your Marketing Skills: Understand Contemporary Marketing; Apply Theories and Principles; Use Research to Make Informed Decisions (Sunday Times Creating Success)

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9780749462246: Develop Your Marketing Skills: Understand Contemporary Marketing; Apply Theories and Principles; Use Research to Make Informed Decisions (Sunday Times Creating Success)

The combination of market fragmentation and over-supply means the need to understand customers is greater than ever. Develop your Marketing Skills addresses 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.

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About the Author:

Ruth Gosnay teaches at Leeds Business School in the UK.  She has extensive experience working for household names in various marketing roles.  Neil Richardson teaches at Leeds Business School in the UK.  He has private sector experience in sales, marketing and customer service.

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Neil Richardson, Ruth M. Gosnay
Published by Kogan Page Ltd, United Kingdom (2010)
ISBN 10: 0749462248 ISBN 13: 9780749462246
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Book Description Kogan Page Ltd, United Kingdom, 2010. Paperback. Book Condition: New. Revised. Language: English . Brand New Book. 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. Bookseller Inventory # AWC9780749462246

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Book Description Kogan Page Ltd, United Kingdom, 2010. Paperback. Book Condition: New. Revised. Language: English . Brand New Book. 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. Bookseller Inventory # AWC9780749462246

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Neil Richardson,Ruth M Gosnay
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Book Description Kogan Page Limited/Viva Books, 2010. Softcover. Book Condition: New. First edition. Is your organization marketing oriented? Can you anticipate customer needs? Marketing is essential to every business, but many professionals find that they don?t have time to get to grips with the basics. Develop your Marketing Skills is a user-friendly guide that will show you how to integrate marketing into your business and improve its competitive edge. It highlights issues that are at the cutting edge of marketing practice, such as sustainability, and outlines key concepts and principles including: ? product management ? market research ? communications ? market coverage ? creating a marketing plan ? pricing perspectives With summary pages at the end of each chapter containing questions and suggested activities, Develop your Marketing Skills is a must if you want to enter the marketing profession, develop your current knowledge or run your own business. Contents: Introduction ? Marketing: separating fact from fiction: The marketing concept ? The benefits of being marketing-oriented ? The marketing environment: The macro environment ? The micro environment ? Monitoring the micro/macro environments ? Customers in all their glory: The consumer market ? The business-to-business market ? Consumer buying process ? Organizational buying behaviour ? Using research to make informed decisions : Marketing research ? Analyzing and presenting the findings ? Product management: Product management ? Anatomy of a product Classification of products ? The product life cycle ? Extending the life of the product ? The product adoption process ? Developing new products ? Right time, right place, right quantity, right condition: The role and importance of place ? Market coverage ? Distribution logistics ? You paid how much?: Price setting ? Pricing perspectives ? Different pricing techniques ? How communication works ? The two-stage communication process ? How to communicate a message ? Co-ordinated marketing communication Services marketing vs marketing services : The extended marketing mix for services ? Challenges facing service providers ? Marketing ? charities and small businesses ? How to create a marketing plan: Gap analysis ? Mission statements ? Objectives ? Strategy ? Tactics ? Evaluation ? Sustainable marketing in the 21st century: Historical perspective ? You say social, I say societal ? Profit ? People ? Planet ? Questions answered Printed Pages: 176. Bookseller Inventory # 58421

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Neil Richardson,Ruth M Gosnay
Published by Kogan Page Limited/Viva Books (2010)
ISBN 10: 0749462248 ISBN 13: 9780749462246
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Book Description Kogan Page Limited/Viva Books, 2010. Softcover. Book Condition: New. First edition. Is your organization marketing oriented? Can you anticipate customer needs? Marketing is essential to every business, but many professionals find that they donât have time to get to grips with the basics. Develop your Marketing Skills is a user-friendly guide that will show you how to integrate marketing into your business and improve its competitive edge. It highlights issues that are at the cutting edge of marketing practice, such as sustainability, and outlines key concepts and principles including: ⢠product management ⢠market research ⢠communications ⢠market coverage ⢠creating a marketing plan ⢠pricing perspectives With summary pages at the end of each chapter containing questions and suggested activities, Develop your Marketing Skills is a must if you want to enter the marketing profession, develop your current knowledge or run your own business. Contents: Introduction ⢠Marketing: separating fact from fiction: The marketing concept ⢠The benefits of being marketing-oriented ⢠The marketing environment: The macro environment ⢠The micro environment ⢠Monitoring the micro/macro environments ⢠Customers in all their glory: The consumer market ⢠The business-to-business market ⢠Consumer buying process ⢠Organizational buying behaviour ⢠Using research to make informed decisions : Marketing research ⢠Analyzing and presenting the findings ⢠Product management: Product management ⢠Anatomy of a product Classification of products ⢠The product life cycle ⢠Extending the life of the product ⢠The product adoption process ⢠Developing new products ⢠Right time, right place, right quantity, right condition: The role and importance of place ⢠Market coverage ⢠Distribution logistics ⢠You paid how much?: Price setting ⢠Pricing perspectives ⢠Different pricing techniques ⢠How communication works ⢠The two-stage communication process ⢠How to communicate a message ⢠Co-ordinated marketing communication Services marketing vs marketing services : The extended marketing mix for services ⢠Challenges facing service providers ⢠Marketing ⢠charities and small businesses ⢠How to create a marketing plan: Gap analysis ⢠Mission statements ⢠Objectives ⢠Strategy ⢠Tactics ⢠Evaluation ⢠Sustainable marketing in the 21st century: Historical perspective ⢠You say social, I say societal ⢠Profit ⢠People ⢠Planet ⢠Questions answered Printed Pages: 176. Bookseller Inventory # 58421

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