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Marketing in a Nutshell: Key Concepts for Non-specialists - Softcover

 
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Synopsis

Marketing in a Nutshell is an easy-to-use quick reference source for non-marketing specialists. Designed as a dip-in guide, this accessible book will be invaluable to general managers, non-qualified marketers and students taking a module in marketing alongside their other studies. Marketing in a Nutshell makes the authors’ marketing know-how and expert insights accessible to all.

  • Dip-in reference format makes a comprehensive powerhouse of marketing knowledge available to every non-marketing manager at a moment's notice
  • Concise, easy-to-read standalone summaries of key marketing principles, concepts, tools and techniques
  • Credible and expert marketing insights from leading marketing consultants especially for non-specialists

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About the Author

MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.

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  • PublisherButterworth-Heinemann
  • Publication date2007
  • ISBN 10 0750681330
  • ISBN 13 9780750681339
  • BindingPaperback
  • LanguageEnglish
  • Edition number1
  • Number of pages304

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ISBN 10:  8131215768 ISBN 13:  9788131215760
Publisher: Elsevier Science, 2007
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