Develop Your Marketing Skills: Understand Contemporary Marketing; Apply Theories and Principles; Use Research to Make Informed Decisions (Sunday Times Creating Success)

The combination of market fragmentation and over-supply means the need to understand customers is greater than ever. Develop your Marketing Skills addresses key contemporary marketing issues in a way that allows readers to implement real changes to their organizations. Covering product management, market research, communications, and pricing perspectives, the text gives insights into how theories and tools work in actual business scenarios. The authors show how to improve customer satisfaction and highlight timely issues such as sustainability.  With clear diagrams, chapter summaries and suggested activities, this book offers a comprehensive introduction to the marketing field. Now including a free application for iPhones that provides extracts from 9 books in the Sunday Times Creating Success series, quotes and tips from the experts.