Product Information
Product Description
The Marketing Director's Handbook is the definitive practical guide for anyone managing or aspiring to manage a marketing function at board level. In a single reference source it contains practical advice, ideas, arguments, tools and strategies to enhance the profitable growth and value of your organisation. The book is structured to help the reader lead a marketing department, undertake key marketing activities and solve marketing problems. It contains a comprehensive range of simple tools and models reflecting best market-place practices to help structure and enhance your thinking. It is concise, jargon free and easy-to-read, use and digest. Anecdotes and visuals breathe life into learning points. Chapters are usefully labeled by the type of activity they'll help readers to undertake including marketing strategy, product, communication and brand development, structuring the function, team motivation and development, managing market research, the board, agencies, digital marketing and more. It is jam-packed with best practice insights and ideas. Unconventionally, it focuses on practical learning points and not a compendium of case studies. This edition of The Marketing Director's Handbook comprises volume 1 (hardback) and volume 2 (Managing Digital Marketing) (paperback). The digital volume helps you understand the 'big picture' and is packed with insights to optimise search, advertising and social media performance. Both works fit together like jigsaw pieces. Keep the books by your side wherever you go. Read more
