The latest volume in the series: Understanding Marketing

Businesses soar when everyone in the organization adopts a marketing mind-set?an awareness of who the company''s customers are, what they want, and how the organization can serve them profitably. But marketing''s a big subject. How might you demystify it for yourself and your group if you don''t have a marketing background?

This volume provides the concepts and examples you need. You''ll learn how to:

-Define a target market

-Identify and understand your toughest competitors

-Develop a marketing strategy that lays out "the four Ps": product, promotion, pricing, and "place" (distribution)

-Test new product or service ideas with customers

-Get the most from relationship marketing

The latest volume in the series: Understanding Marketing

Businesses soar when everyone in the organization adopts a marketing mind-set?an awareness of who the company''s customers are, what they want, and how the organization can serve them profitably. But marketing''s a big subject. How might you demystify it for yourself and your group if you don''t have a marketing background?

This volume provides the concepts and examples you need. You''ll learn how to:

-Define a target market

-Identify and understand your toughest competitors

-Develop a marketing strategy that lays out "the four Ps": product, promotion, pricing, and "place" (distribution)

-Test new product or service ideas with customers

-Get the most from relationship marketing

The latest volume in the series: Understanding Marketing

Businesses soar when everyone in the organization adopts a marketing mind-set?an awareness of who the company''s customers are, what they want, and how the organization can serve them profitably. But marketing''s a big subject. How might you demystify it for yourself and your group if you don''t have a marketing background?

This volume provides the concepts and examples you need. You''ll learn how to:

-Define a target market

-Identify and understand your toughest competitors

-Develop a marketing strategy that lays out "the four Ps": product, promotion, pricing, and "place" (distribution)

-Test new product or service ideas with customers

-Get the most from relationship marketing