Mastering Marketing, Second Edition

Mastering Marketing, Second Edition
Author: Ian Ruskin-Brown

This book forms the hub of a wheel, the spokes of which examine in
more detail the skills and techniques of the individual disciplines that
go to make up the craft of marketing. Each one of these ‘spokes’ will
cover one specialism including:
• marketing strategy and plans
• marketing a service business
• marketing communications
• key account marketing
• marketing research.
The sequence of the book is designed to take the reader logically through
the process of learning about the craft. From why marketing is important
to the business, then, via a general overview of how marketing works,
to an examination of each of its main pillars:
• choosing the company’s markets and customers
• designing the right product
– at the right price
– promoting it the right way and
• making it available to the customer in the right place at the right
time.
Mastering Marketing concludes with an introduction to the process of
understanding what the company is up against in its marketplaces, and
the techniques to gather this information.
Wherever pertinent, I illustrate much of the content with examples from
current real life businesses.
In nearly every chapter there are exercises to enable the reader to consolidate
their understanding via application of the chapter contents to their own business situation.