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Synopsis
Understanding how to create marketing programmes is one thing. Understanding how to take leadership in all of the business areas related to marketing (such as economics, finance, personnel management and long-term brand strategy) is quite another.
This book helps bridge that divide to help students master the business of marketing.
"synopsis" may belong to another edition of this title.
Book Description
Basics Marketing: Marketing Management provides a battery of invaluable business skills, ideas and tools for students and practitioners of marketing. Understanding how to create marketing programs is one thing. Understanding how to take leadership in all of the business areas related to marketing programs (such as economics, finances, personnel management and long-term brand strategy) is quite another. Throughout this book, Brian Sheehan helps bridge that divide using his 25 years’ experience working for one of the world’s largest agencies to help you master the business of marketing.
Featured topics include: Introducing economics, Vision and mission, Competitive business strategy, Brand identity and thought leadership, Managing people, Handling a crisis, Measurement and financial basics, Legal considerations and ethical issues.About the Author
Brian Sheehan is Associate Professor of Advertising in the S. I. Newhouse School at Syracuse University, New York. He has more than 25 years' professional experience with advertising agency Saatchi & Saatchi and currently acts as a consultant, managing their Toyota Worldwide Executive Board (TWEB). Brian is also an advisory board member of Fuhu, a China-US based internet-software company.
"About this title" may belong to another edition of this title.
- PublisherAVA Publishing
- Publication date2011
- ISBN 10 2940411514
- ISBN 13 9782940411511
- BindingPaperback
- Number of pages184
- Rating
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Basics Marketing 03: Marketing Management
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Bloomsbury Publishing Plc, 2011
ISBN 10: 2940411514
ISBN 13: 9782940411511
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