Publisher's Synopsis
This title puts the reader through a thorough marketing test with exercises, quizzes, questionnaires, checklists, problem-solving techniques and matrices. The applications of the exercises will test the reader's organization's marketing proficiency.;Students of marketing need a bridge between the world of theory and the world of practice. This book is intended as that tool.;Malcolm McDonald has extensive industrial experience, including a number of years as Marketing Director of Canada Dry. During the past ten years he has run a series of successful seminars and workshops on marketing planning in the UK, Europe, the Far East, Australasia and the USA. He has written ten books on marketing and many of his papers have been published. He is editor of "International Marketing Review".;John Leppard runs his own consultancy business which specializes in management development, marketing and designing training packages. He has many years experience of industrial and commercial training, both as a company practitioner and as an external adviser. In addition to his work with client companies, he is a Visiting Lecturer at Cranfield School of Management. He was awarded his MPhil at the Cranfield Institute of Technology for his research into the influence that corporate culture has on the marketing-planning processes of companies.
