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New text on Marketing by Executive Director of MAANZ - Brian Monger.
A great book to help you understand marketing better - or to keep up to date.
Brian Monger is the Executive Director of the Marketing Association of ANZ. He has worked in marketing for over 40 years, in Australia and overseas. He currently works both in academia and as a consultant.
With that background you would expect that a marketing book written by him will be the real deal - and this one is. It is over 600 pages of comprehensive, detailed, no nonsense marketing, covering all the key marketing topics in a totally up-to date manner. For example, it includes a great section on marketing metrics and the chapter on marketing services goes beyond the standard and often out of date concepts in many books.
As this is an updated digital version of the original printed version, ( first published by Pearson/Prentice Hall in 2007), it is very much less expensive. You are going to save about A$50.00 on the special price of A$25.00 That is real value
A key focus of the book is that it is based on assisting the reader to understand and undertake effective marketing planning. Not only does it have a number of chapters devoted to the planning process, it features a very useful example of a marketing plan, which is supported by a Excel spreadsheet of data. One of the book’s reviewers said it was the best book on marketing planning he had ever seen.
It is written in a straight forward language and does not skimp on the necessary detail. Brian Monger has written a book that reflects the way this industry works - fast paced and focused on results.
An overview of the contents:
1. Overview
2. Ethics and Corporate Responsibility
3. Marketing and Business Development Planning
4. Planning: Analysis and Forecasting
5. Planning: Strategy
6. Planning: Identifying Marketing Opportunities
7. Writing the Marketing Plan
8. Presentation and Implementation of the Marketing Plan
9. Analysis and Control of the Marketing Plan
10 Marketing Research
11. Analysing Marketing Research
12. Understanding Buyer Behaviour
13. Marketing Segmentation, Targeting and Positioning
14. Marketing Mix Strategy
15. The Value Offer - Product
16. Marketing Services
17. New Product Development
18. The Marketing Offer - Pricing
19. Promotion - Communicating Value
20.Direct Marketing and eMarketing
21. Delivering Value
22. Building Client Relationships
This book is going to be invaluable reading for anyone involved in marketing who wants not only to know more, but also wants to be able to walk the talk.
Publisher: Pearson Education Australia
Click here for the book preview
This book is available to Members at Special Discount Price here
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