Practical Marketing

This work has a clearly defined goal: to make marketing easy to understand and easy to carry out. With graphics, tables and charts, and a jargon-free text, the authors cover: planning; understanding the market; identifying the product; fixing the right price; choosing the right channel; advertising; direct marketing skills; public relations; human resources; recruiting; negotiating skills; professional help; industrial relations; trade associations; and the Guild of Master Craftsmen. A series of case studies underscores the reality of the value of successful marketing for all companies, large and small.