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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.

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Book Details

ISBN: 9781903776292
ISBN-10: 1903776295
Format: Paperback
(105mm x 148mm x 8mm)
Pages: 128
Imprint: Management Pocketbooks
Publisher: Management Pocketbooks
Publish Date: 1-Dec-2004
Country of Publication: United Kingdom


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Author Biography - Neil Russell-Jones

The author is a management consultant, chartered banker, member of the Strategic Planning Society and active writer, speaker and lecturer.

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