Busy Manager's Guide To Marketing

The Busy Manager's Guide to Marketing is a readable, accessible and easy-to-follow book for practising managers with limited time and big ambitions. This book introduces the basic concepts of marketing and some of the jargon so that the subject can be understood and implemented. It explains what marketing is; why marketing is important to your organisation; and, in simple terms, the marketing strategies and plans to achieve your objectives. It will help you to identify where you organisation is headed and enable you to measure your results, control costs and enhance your revenues. Coverage also includes: how to conduct a marketing audit; the key components of a marketing plan; and separate chapters on service, quality and relationships, and international marketing. Bill Donaldson has taught, practised and researched in marketing for over 30 years. One time marketing manager, lecturer, consultant and now Professor, his motivation in writing this book is to emphasise the importance of marketing in adding value for a business and to help managers implement their marketing strategies, plans and programmes more effectively.