Marketing in a Nutshell: Key Concepts for Non-specialists

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 noticeConcise, easy-to-read standalone summaries of key marketing principles, concepts, tools and techniquesCredible and expert marketing insights from leading marketing consultants especially for non-specialists

Foreword
List of tables
List of figures
Understanding the basics of marketing
Different types of marketing
Understanding customers
Understanding markets
Product management
Key elements of positioning
Marketing relationships
Management, planning and control
Index