Product Overview
From Follett
Includes index. A guide to marketing principles for those without a marketing background, discussing marketing basics, the different types of marketing, customers, product management, positioning, relationships, and other related topics.
From the Publisher
Marketing in a Nutshell is an easy-to-use quick reference source for non-marketing specialists. Designed as a dip-in guide, this accessible book will be invaluable to general managers, non-qualified marketers and students taking a module in marketing alongside their other studies. Marketing in a Nutshell makes the authors' marketing know-how and expert insights accessible to all.