Designed to give readers a thorough grounding in the basic concepts and theories of marketing, the pocketbook is structured into three parts. The first part deals with the fundamental concepts, while part two addresses the marketing process - in other words, how to go about it. The final part explains how to put the theory into practice. All the fundamentals are covered, from market research and the development of a marketing strategy, to the planning and implementation of marketing campaigns.
The author is a management consultant, chartered banker, member of the Strategic Planning Society and active writer, speaker and lecturer.