Publisher description for Marketing in a nutshell : key concepts for non-specialists / Mike Meldrum and Malcolm McDonald.

Bibliographic record and links to related information available from the Library of Congress catalog

Information from electronic data provided by the publisher. May be incomplete or contain other coding.

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.

*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

Library of Congress subject headings for this publication: