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