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However good the products a business sells or the services it provides, its success will depend to a large extent on the quality of its marketing. In the sophisticated market-place of today, this is truer than it has ever been.
Pocket Marketing is a clear and lively guide to marketing skills and methods, containing:
¢ Concise essays on the secrets of marketing success, trends for the 21st century, the lessons of failure and the difference quality makes
¢ An A-Z of key terms and concepts from ACORN and AIDA, through diffusion and Harvesting strategy, to USP and Zap
¢ Wide ranging appendices including a range of statistics on consumer and spending, advertising and brands, and recommended reading.
This pocket series brings the clarity for which The Economist is famous to the complex subjects that those in business finance or the professions need to understand.
Organized in three sections, the books are designed to be easy to dip into. Full of hard facts and insight, and liberally spiced with irreverence, they are intended to amuse and entertain as well as inform.
ISBN 9781861973610
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Pages : 224
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