Everand Logo

Welcome to Everand!

  • Discover millions of ebooks, audiobooks, and so much more with a free trial

    Only $11.99/month after trial. Cancel anytime.

    Marketing Pocketbook: 4th Edition
    Marketing Pocketbook: 4th Edition
    Marketing Pocketbook: 4th Edition
    Ebook118 pages56 minutes

    Marketing Pocketbook: 4th Edition

    By Neil Russell-Jones

    ()

    Read preview

    About this ebook

    The Marketing Pocketbook is authoritative, comprehensive and - with its clear, concise, factual wording - easily accessible. Authoritative because it is written by an experienced and highly respected management consultant. Comprehensive because of the sheer volume of facts that this Pocketbook manages to squeeze in. The content is structured into three parts. The first part explains the basic concepts and looks at what marketing is. The second deals with the marketing process, in other words how to go about it. The final part of the Pocketbook looks at putting the theory into practice. All the fundamentals of marketing are covered, from market research and developing a marketing strategy to planning and implementing marketing campaigns. And accessible because we strip away all the unnecessary padding and present nothing but the key facts.
    LanguageEnglish
    PublisherManagement Pocketbooks
    Release dateJan 1, 2014
    ISBN9781908284457
    Marketing Pocketbook: 4th Edition

    Read more from Neil Russell Jones

    Related to Marketing Pocketbook

    Related ebooks

    Management For You

    View More
    View More

    Related podcast episodes

    Related articles

    • Article

      Marketing Association Launches Elite Marketing Programme

      Dec 7, 2022

      The new Professional Certification in Advanced Marketing Leadership (AML) includes specialist sessions and panels delivered by the top marketers from companies including Westpac, Spark, The Warehouse Group, My Food Bag, to name but a few, plus some o

      2 min read

    • Article

      Selling Just Got Smarter

      Mar 29, 2017

      Selling Just Got Smarter
      2 min read

    • Article

      Segmenting Baby Boomers: Effective Messages

      Apr 8, 2018

      While part one of this article examined digital devices and digital channels when targeting Baby Boomers, this article focuses on message execution. Christopher Benz is the managing director of marketing agency Brave, which has produced broadcast cam

      4 min read

    • Article

      MARKETING MINDS: The indelible Mark Ritson

      Jun 25, 2020

      WHEN DID YOU HAVE THAT ‘AHA’ MOMENT FOR YOUR VOCATION AS A TEACHER OF MARKETING? I never did. My interest was always in marketing, and I ended up becoming a professor because of this interest. This is important because I think a lot of marketing prof

      4 min read

    • Article

      Changing Your Business Strategy Mid-stream

      Apr 11, 2021

      AS WE enter the second quarter of 2021, businesses should be well into implementing their growth strategy for the year. However, operational costs can fluctuate, especially in the current tough economic climate, these fluctuations can be extensive, a

      2 min read

    • Article

      Strengthening Yourcompetitive Advantage

      Jun 30, 2021

      • Have you developed an up-to-date profit and loss statement?• Do you understand your current strengths and weaknesses?• Have you clearly articulated what needs to change in your organisation, and why?• Have you clearly mapped your change process? Ar

      2 min read

    • Article

      Further Insights

      Jun 9, 2021

      From our survey, marketers tell us there is a will to invest in tools to strengthen their analytics measurement and automation. But with challenges in user capabilities and know-how as well as a lack of human resources to deploy such MarTech how can

      4 min read

    • Article

      Q & A

      Sep 1, 2021

      You believe that the field of Marketing is in crisis. How so? In a recent survey of global companies, nearly 70 per cent of CEOs expressed a lack of confidence that their Marketing Departments could drive profits. Many have already started eliminatin

      6 min read

    • Article

      Leverage Today, Thrive Tomorrow

      Dec 8, 2021

      Covid-19 is a timely example of the uncertainty businesses will face in coming years. With increased speculation of recession, rising interest rates, climate change, shifting social values and population dynamics and changing consumer behaviour all a

      4 min read

    • Article

      How To Sell New Products

      Aug 9, 2018

      How To Sell New Products
      14 min read

    • Article

      Everyone’s Right

      Jul 7, 2019

      Everyone’s Right
      2 min read

    • Article

      What's Your Growth IQ?

      Jan 1, 2019

      How would you define 'Growth IQ'? Growth IQ is a holistic approach to finding the path to growth for an organization, based on three inputs: the market context, the right combination of elements and the sequencing of your actions. Your context includ

      6 min read

    • Article

      The Future Of marketing

      Sep 16, 2018

      The Future Of marketing
      4 min read

    • Article

      Ditching The Digital Titles, And Other Talent Truths

      Jul 7, 2019

      Part 1 of a 2-part series In 2018 the Marketing Association brought together a group of marketing leaders from some of NZ’s biggest companies and brands to discuss issues facing our marketing industry. Despite different sectors, team structures, and

      5 min read

    • Article

      An Efficient Alternative To Concept Optimisation

      Jun 18, 2017

      The art is evident in the workshops, ideation sessions, and concept-building huddles that take place at the earliest stages of innovation. This is where creativity, imagination and ingenuity meet to form the keys to success. And then there’s the scie

      2 min read

    Related categories

    Reviews for Marketing Pocketbook

    0 ratings

    0 ratings0 reviews

    What did you think?

    Tap to rate

    Review must be at least 10 words

      Book preview

      Marketing Pocketbook - Neil Russell-Jones

      Enjoying the preview?
      Page 1 of 1