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The Portable MBA in Marketing
This tool for business success in the twenty-first century furnishes bright, ambitious managers with a solid grounding in MBA-level marketing theory and practice. Fully updated and expanded, this new edition emphasizes fresh marketing strategies and cutting-edge marketing concepts and techniques that help keep you in touch with your customers. It focuses on the key issues...more
Hardcover, 512 pages
Published April 6th 1998 by John Wiley & Sons
(first published 1992)
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This is a handy reference for marketing professionals early in their careers, who have not been to business school. The person can go to particular articles on various things like preparing marketing plans, product requirements documents, how to do surveys, etc.