The Marketing Pocketbook 

The Marketing Pocketbook is one of our all-time best sellers. Its content is authoritative, comprehensive and - with its clear, concise, factual wording - easily accessible. 

Authoritative because it is written by two experienced and highly respected management consultants who have written extensively on this and other management-related issues. Both have considerable international experience and both are advisers to The Prince's Trust. Co-author Neil Russell-Jones has written several other Pocketbooks, The Decision-making Pocketbook, The Business Planning Pocketbook and The Managing Change Pocketbook. It reflects the depth and diversity of his experience, from banking and strategic planning to lecturing and writing.

Comprehensive because of the sheer volume of facts that this Pocketbook manages to squeeze in. The content is structured into three parts. The first part explains the basic concepts and looks at what marketing is. The second deals with the marketing process, in other words how to go about it. The final part of the Pocketbook looks at putting the theory into practice. All the fundamentals of marketing are covered, from market research and developing a marketing strategy to planning and implementing marketing campaigns. It provides an overview of this wide-ranging subject and is especially useful for those learning the marketing ropes and for those non-marketing managers who have to input into the process. 

Easily accessible because, in keeping with all Pocketbooks, we strip away all the unnecessary padding and present nothing but the facts. We prefer keywords and bullet-point lists to reduce the reading time and increase the speed of learning. We use charts, diagrams and other visual aids to make the meaning clearer and the learning process more enjoyable. We also use techniques that enhance memory retention and recall. 

Authoritative, comprehensive and accessible marketing information - you could say the ideal marketing mix!