The Marketing Director's Handbook
The Marketing Directors
The Marketing Director's Handbook is the definitive practical guide to help aspiring or practicing marketers do their jobs. In 30 chapters it covers all aspects of the role from strategic planning to structuring, managing and motivating a marketing function, financial management, managing brands and agencies, marketing communications, product development, CRM, working with the board, creativity and problem solving, restoring growth, mergers and acquisitions, culture change, rationalisation and downsizing and much much more.
Acclaimed by the reviewers:
"This book provides an ongoing guide to succeeding in the toughest job in business. Don't leave your desk without it." Hugh Burkitt, Chief Executive, The Marketing Society
"I devoured it in 24hours. It is a great read" Gordon Donkin, The Chartered Institute of Marketing