Colourful, witty, original but deadly serious introduction to all the concepts you need in modern marketing
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MARKETING: A complete guide in pictures is a colourful, witty, original but deadly serious introduction to all the concepts you need in modern marketing. Successful executives know that marketing as a process and an orientation is a necessity for understanding where to go and how to get there - it is not difficult to spot organizations that have not adopted a marketing approach!
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To enable managers and students to quickly grasp the key principles, one of the world's leading marketing educators, Malcolm McDonald, has teamed up with an expert cartoonist and educational designer, Peter Morris, to create this short, unique and powerful guide.
Using full colour cartoons, and packed with ideas and examples, Marketing:
A complete guide in pictures is a highly approachable primer. Based on the internationally best selling Marketing Plans textbook, it is a rigorous and serious introduction to the subject.
Malcolm McDonald, 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.
Peter Morris NDD, ATD, is an illustrator and designer of educational and training materials, head of design and manager of the Media Service Unit, University of Sussex, co-founder and studio manager of Business Training and producer of corporate videos. Peter is co-author of Finance for Small Businesses, Total Quality Management, Selling Products and Services (all published by Butterworth-Heinemann).