Marketing in a Nutshell
Key concepts for non-specialists
- Mike Meldrum, Formerly a Lecturer in Marketing at Cranfield School of Management for many years, now runs own consultancy company specialising in marketing, leadership development and coaching, UK
- Malcolm McDonald, Until recently, Professor of Marketing and Deputy Director of Cranfield School of Management and formerly Marketing Director of Canada Dry, UK
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 authorsâ marketing know-how and expert insights accessible to all.
Primary:General and non-marketing functional managers, for example, R&D, production, distribution etc; alsoUnqualified marketing practitioners who donât plan to take a qualification in marketing, including: advertising executives, direct marketing personnel, sales people, public relations managers etc.Secondary:Upper level UG and PG students taking a marketing module on a non-marketing/business studies course, for example engineering, science or the arts; also students on general management courses. Also some appeal to MBA students.