Buch, Englisch, 392 Seiten, Format (B × H): 189 mm x 246 mm, Gewicht: 760 g
Buch, Englisch, 392 Seiten, Format (B × H): 189 mm x 246 mm, Gewicht: 760 g
ISBN: 978-0-7506-6898-9
Verlag: Routledge
The newly qualified manager may well be equipped with the skills of the “What” of marketing and management, but not know the “How.” The practicing marketer is well served with guides on strategy, mainly of the “four minute plan” variety, but poorly served in terms of basic advice on implementing the strategy and plans. This book is therefore designed to give clear guidance in managing the marketing function as a practical entity and allowing the new marketer to grasp how the theory can be applied to the job. Written by practitioners who are also active in the marketing education and training sectors it gives the reader a clear overview of-*How the key areas of marketing knowledge can be made operationally effective*How to make marketing practical and measurable*A huge range of examples and vignettes illustrating best practice*A truly international perspectiveThe book will be an invaluable toolkit for the newly qualified and newly appointed marketer trying to apply their knowledge of the theory
Zielgruppe
New Marketing practitioners and upper level student in business and marketing about to enter the profession, and in particular those who are in the early stages of their careers and who recognise a gap between the theory and the practice of marketing
Students studying for CIM qualifications, specifically at Professional Post Graduate Diploma level, but also the book is relevant across the qualifications
CIPD qualifications to provide an appreciate of the connection between people management, marketing and successful business positioning and competitive advantage
Chartered Director (IoD)
Tutors teaching
*CIM Qualifications
*CIPD Qualifications
MBAs/MAs in Marketing and/or Management/HR practitioners
Because of the practical nature of the book we expect it to have wide international appeal, particularly in the Far Eastern markets.
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
Section 1 Organisational CompetenceTopic Area 1 Structure and OperationsTopic Area 2 Systems and ProcessesTopic Area 3 Products and servicesTopic Area 4 CultureTopic Area 5 Brand Integrity and ReputationSection 2 Personal CompetenceTopic Area 1 Motivation Topic Area 2 Leadership and TeamsTopic Area 3 SkillsFunctionalTechnicalProfessionalTopic Area 4 Problem Solving and CreativityTopic Area 5 Personal CommunicationsSection 3 Resource and CapabilitiesTopic Area 1 Finance and MaterialsTopic Area 2 Knowledge, Information and IntelligenceTopic Area 3 Technology and Time
