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Innovation and Best Practice
for Business Success

Established 1967

Develop Your Marketing Skills

Develop Your Marketing Skills

Neil Richardson, Ruth M Gosnay


Develop Your Marketing Skills aims to help managers understand the essence of marketing by explaining core concepts, theories and principles in a practical and accessible way.

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About the 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.

Table Of Contents

    • Chapter - 00: Introduction;
    • Chapter - 01: Marketing: separating fact from fiction;
    • Chapter - 02: The marketing environment;
    • Chapter - 03: Customers in all their glory;
    • Chapter - 04: Using research to make informed decisions;
    • Chapter - 05: Product management;
    • Chapter - 06: Right time, right place, right quantity, right condition;
    • Chapter - 07: You paid how much?;
    • Chapter - 08: How communication works;
    • Chapter - 09: Services marketing vs marketing services;
    • Chapter - 10: How to create a marketing plan;
    • Chapter - 11: Sustainable marketing in the 21st century;
    • Chapter - 12: Questions answered

Book Details

  • EAN: 9780749462246
  • Edition: 1
  • Published: 3rd November 2010
  • Paperback
  • Dimensions: 216x138
  • 176 pages
  • Series: Creating Success Series

About the Author

Ruth Gosnay has been a Senior Lecturer in Marketing for 8 years. She has extensive experience of working for household names in various marketing roles.

Neil Richardson is a marketing lecturer at Leeds Business School and is actively involved in marketing research. He has a wealth of private sector experience.

Neil Richardson

Ruth M Gosnay