Description: The practical, start-to-finish primer for every marketernovice and seasoned professional alike! Easy, accessible, practical, hands-on solutions for virtually any marketing challenge. Managing the marketing mixand evaluating the results. Short, focused discussionsand definitive recommendations. In The Financial Times Guide to Marketing: From Advertising to Zen, marketing expert Tim Ambler takes you straight to the heart of marketing, demonstrating how to leverage each of today's most effective techniquesin record time. Ambler brings marketing to life, presenting short, focused discussions and definitive recommendations that address every aspect of marketing: key principles; optimizing the marketing mix; controlling your marketing; measuring your results and refining your programs accordingly; and the roles of the marketing professional. Organized to be understood rapidlyand acted upon just as quicklyThe Financial Times Guide to Marketing: From Advertising to Zen is an invaluable resource for every marketer: newcomers and seasoned professionals alike.

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