The newly qualified manager may well be equipped with the skills of the What of marketing & management but not know the How. The practicing marketer is well served with guides on strategy mainly of the four minute plan variety but poorly served in terms of basic advice on implementing the strategy & plans. This book is therefore designed to give clear guidance in managing the marketing function as a practical entity & allowing the new marketer to grasp how the theory can be applied to the job. Written by practitioners who are also active in the marketing education & training sectors it gives the reader a clear overview of: how the key areas of marketing knowledge can be made operationally effective; how to make marketing practical & measurable; a huge range of examples & vignettes illustrating best practice; & a truly international perspective. The book will be an invaluable toolkit for the newly qualified & newly appointed marketer trying to apply their knowledge of the theory & practical. This is a workshop manual of implementation. Theory is kept to a minimum & used to explain rather than as a basis. This book is written by practitioners for practitioners & students. It
Includes:: lots of examples (vignettes) to guide. It provides tables models & diagrams that you can use.