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IN TODAY'S TOUGH BUSINESS ENVIRONMENT, YOUR COMPANY CAN ONLY SUCCEED BY LEARNING HOW TO:
ASSESS ITS ASSETS
SEGMENT THE MARKET
SIZE UP THE COMPETITION AND
SERVE THE CUSTOMER
These are the vital marketing skills, as essential to the family business as the multinational, whether you are selling food or finance, chocolates or computers, advertising or air travel. Tony McBurnie and David Clutterbuck show how the great names in British business and commerce have learnt to use the marketing edge to compete on the world stage and keep ahead. Details differ, but all of them have discovered the universal principles of the basic marketing credo - principles which are brilliantly distilled in this major new book.
ASSESS ITS ASSETS
SEGMENT THE MARKET
SIZE UP THE COMPETITION AND
SERVE THE CUSTOMER
These are the vital marketing skills, as essential to the family business as the multinational, whether you are selling food or finance, chocolates or computers, advertising or air travel. Tony McBurnie and David Clutterbuck show how the great names in British business and commerce have learnt to use the marketing edge to compete on the world stage and keep ahead. Details differ, but all of them have discovered the universal principles of the basic marketing credo - principles which are brilliantly distilled in this major new book.