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.

Key Features

*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


Primary: General and non-marketing functional managers, for example, R&D, production, distribution etc; also Unqualified marketing practitioners who don’t 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.

Table of Contents

Foreword; List of tables; List of figures; Understanding the basics of marketing - The discipline of marketing - A marketing orientation - The marketing mix - Marketing: concept, function or process? - Marketing and ethics - World-class marketing; Different types of marketing - Marketing consumer products - Marketing industrial products - Marketing service products - Marketing high-tech products - Marketing capital goods - Trade marketing - Internet marketing - Marketing internationally; Understanding customers - Consumer buying behaviour - Organizational buying behaviour - Market segmentation - International market segmentation; Understanding markets - Marketing information and research - Preparing a market research brief - Auditing a market - Constructing a SWOT - Competitor analysis; Product management - Branding - The product lifecycle - Diffusion of innovation - The Ansoff Matrix - The Boston Matrix - The Directional Policy Matrix - Developing new products; Key elements of positioning - Pricing strategies - Setting a price - Sales promotion - Advertising - Public relations - Sponsorship; Marketing relationships - Relationship marketing - Customer retention strategies - Personal selling - Key account management: understanding the concept -Key account management: Implementing the concept - Channel strategy - Channel management - Customer service stratgies - Databases for marketing - M(obile) marketing - Category management - Multi-channel integration - Integrated marketing communication and distribution channels; Management, planning and control - Managing the sales team - Forecasting sales - Marketing planning - Barriers to marketing planning implementation - International product planning - Organizational structure and marketing - Budgeting for marketing - Legal perspectives in brand communications - Marketing due diligence - Marketing metrics; Index


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© 2007
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About the authors

Malcolm McDonald

MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.