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.- 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
