Overview

This edition of The Marketing Director's Handbook combines volume 1 (hardback) and new volume 2 (paperback). Both works fit together like jigsaw pieces, and together they are the only practical guide to managing a marketing function. They contain practical advice and strategies to enhance the profitable growth and value of businesses. It is designed for business owners, directors and both aspiring and practicing marketers to help them undertake key marketing activities, and attract and retain customers. It is concise, easy-to-read, and easy to refer to time and time again. The new digital volume brings readers bang up-to-date on the digital age and is invaluable to help businesses survive through, and thrive beyond the C-19 lock-down.

Full Product Details

Author:   Tim Arnold ,  Guy Tomlinson
Publisher:   The Marketing Directors Ltd
Imprint:   The Marketing Directors Ltd
Volume:   Volumes 1 and 2
Dimensions:   Width: 17.10cm , Height: 3.70cm , Length: 24.60cm
Weight:   1.013kg
ISBN:  

9780955886041

ISBN 10:   095588604
Pages:   476
Publication Date:   02 November 2020
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Mixed media product
Publisher's Status:   Active
Availability:   In Print  
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

Table of Contents

Volume 1: Part 1: Starting Out | Part 2: The Marketing Year covering strategy development, financial management, and structuring the function | Part 3: Operational leadership covering day to day management, team motivation, managing the board and business as a whole, agencies, research, brand, communications, CRM | Part 4: Major Project Planner covering leading projects, problem solving, new product and service development, mergers and acquisitions, rationalisation, culture change, crisis planning and the law. Volume 2: Managing digital marketing covering SEO, SEM, social media marketing, email marketing, mobile apps, integrated marketing, automation, organising the function, and the future role of marketing.

Reviews

I use this book as a text for my marketing management/strategy class at the university. It is the best book I have found on this subject. Carolyn K. Shiery, Professor of Marketing, Director Institute of Strategic Marketing, Concordia University, Irvine, Canada

Author Information

Tim Arnold is a famous marketer of the 80's and 90's who ran one of the most successful independent UK agencies. Going on to help establish a leading UK search marketing agency and become a sought-after interim Marketing Director and consultant. Guy Tomlinson is a leading UK marketing consultant with a background at major brands and in the media. Founder of The Marketing Directors, a successful research and marketing consultancy working with aspiring and global brands in the UK and beyond. https://www.themarketingdirectors.co.uk/

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