To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding your customers and consumers, the 4 Ps (Product,...

Aims to review what has been learned and published recently about etworking, using examples from the experiences of the International Management Centre (IMC). Describes the IMC network and leadership process (including the use of the two‐level Bulletin Board System and the Atherton...