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Description - Develop Your Marketing Skills by Neil Richardson

It is important to understand what marketing is and how it can be integrated into your business, in order to improve its competitive advantage. With busy, fast paced lives, professionals often find that they don't have time to get to grips with the basics. 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 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 indeed run their own business.

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Book Details

ISBN: 9780749453954
ISBN-10: 0749453958
Format: Paperback
(216mm x 135mm x mm)
Pages: 160
Imprint: Kogan Page Ltd
Publisher: Kogan Page Ltd
Publish Date: 3-Oct-2008
Country of Publication: United Kingdom

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Book Review: Develop Your Marketing Skills by Neil Richardson - Reviewed by (19 Feb 2013)


A review by Phillip Taylor MBE and Elizabeth Taylor of Richmond Green Chambers

Marketing is essential to every business, but many professionals find they don’t have the time to get to grips with the basics.

Develop Your Marketing Skills is a clear, succinct guide which describes how to integrate marketing into the business strategy to improve competitive advantage.

You’ll learn why marketing is crucial... how to market services... the practice of consumer management... and achieving the ‘winning mix:’ right time, right place, right quantity.

There are sections on how to: • Use research to make informed decisions • Learn about product management • Create a marketing plan

Each chapter ends with a useful section summarising the key points, asking stimulating marketing questions and suggesting relevant activities.

Definitely a must if you want to enter the marketing profession, develop your current marketing knowledge, or run your own business.

Author Biography - Neil Richardson

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.

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According to Their Lights by Neil Richardson
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Paperback, October 2014