- Dip-in reference format makes a comprehensive powerhouse of marketing knowledge available to every non-marketing manager at a moment's notice
- Concise, easy-to-read standalone summaries of key marketing principles, concepts, tools and techniques
- Credible and expert marketing insights from leading marketing consultants especially for non-specialists
Understanding the basics of marketing Different types of marketing Understanding customers Understanding markets Product management Key elements of positioning Marketing relationships Management, planning and control
MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.