Description
In my many years working in various businesses, I discovered that there are three types of people who own business books: those having their personal library collections (they may or may not read every book they own), those who read books systematically from start to end, and those who specifically choose the topics they read. This book is written specifically for the last group of readers.
In the first two books I wrote (my third book The Marketing Mentors, can be read in less than an hour), I have been getting feedback on every occasion possible as to what they like and don't like about the books, and almost always, I will be informed by some readers that they have so far liked the portions they have chosen to read but has been unable to read the rest. This segment (of readers) has, in fact, defined a distinct requirement to gain knowledge about a particular subject on a need-to-know basis. They have defined the need for a marketing reference book with a user-friendly format.
This book will, therefore, serve as a "quick guide" marketing reference book to marketing practitioners, entrepreneurs, educators, and students. The topics, which are arranged alphabetically, have been chosen based on what is contemporary, e.g. brand equity and valuation, competitive benchmarking, generic strategy, industry analysis, etc., as well as on what were most often asked and discussed in the marketing seminar/workshops I have conducted. Furthermore, there is a cross reference of topics in each chapter for the reader's fuller comprehension of related issues. This will enable the reader to put together topics that are equally important or relevant to the subject in question.
ISBN:9789719130734
