FT Mastering Marketing: your single source guide to becoming a master of marketing

The ultimate book for anyone involved or believing in the marketing concept.

Across-the-board marketing solutions drawn from the world's leading experts and newest research!

• Consumers, competitors, brand strategy, advertising, and more.
• Pricing, market entry strategies, market channels, and technology.
• New insights into global and Internet-centered marketing.

Markets are changing overnight, industry boundaries are blurring, new competitors present unprecedented threats, and customers expect more than ever before. Marketers face unprecedented challenges — and Financial Times Mastering Marketing brings together today's best insights and solutions for virtually all of them. Based on cutting edge research at the world's leading business schools, this book contains more than 50 articles, organized into ten modules, each packed with short, accessible coverage — and real answers.

Coverage includes: understanding consumers; competitive analysis; brand strategy; advertising and selling; market entry strategy and new technologies; retailing and direct selling; sector marketing; marketing in new media; global marketing; and more.

The book delivers practical solutions for familiar, thorny dilemmas of advertising, pricing, and brand extension — and for the extraordinary opportunities presented by the Internet, new media, and global markets.