Geoff Lancaster, Paul Reynolds - Marketing Made Simple

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Geoff Lancaster, Paul Reynolds - Marketing Made Simple

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One of the most challenging commissions for authors is to take a complex subject like
marketing and explain it simply and comprehensively. Nevertheless, I am pleased to
confirm that this is precisely what this book does. Marketing is all around us and plays
a significant part in our lives whether we be consumers, business executives or students
or even all three! Furthermore, the application of marketing concepts and techniques
can also enhance our personal lives and ambitions, for marketing is not only an
important core business function and an organization’s business philosophy (consisting
of putting the customer first), it can also be translated into a personal life skill, for
we all have to ‘market’ ourselves and our ideas to others during our life in order to fulfill
career ambitions and achieve our goals. With all of us living busy lives, any book that
can provide an overall insight into such a subject as marketing which draws from so
many disciplines is to be applauded.
It is an accepted fact that everyone can contribute to the marketing effort of their
company or organization, as it is not just the preserve of the marketing department.
Therefore everyone should read this book. There are chapters on every specialist area
covering advertising, sales, pricing, buyer behaviour, supply channels and marketing
strategy with additional chapters to cover the more contemporary areas such as
customer relationship marketing. Many real-life mini case study are also included to
illustrate successes and failure but above all I would like to commend this book on the
basis that its user-friendly layout is a great aid to understanding. You can learn more
from this book than from many of the more weightier tomes that are four times the
length and three times the price! No businessman’s or business student’s bookshelf
should be without a copy. There is no other convenient sized book of which I know
that can summarize this subject so well. I guarantee that you will be regularly making
reference to it and benefiting from its comprehensive contents.

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Geoff Lancaster, Paul Reynolds - Marketing Made Simple

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