Publisher's Synopsis
This book poses such questions as: What is marketing exactly? How is it done in different contexts, including the public sector? What's internal marketing? Who are your customers and stakeholders? How can you avoid marketing mistakes? Precisely what is your organisation exchanging with consumers and clients? How does your organisation deliver your goods and services and how does it add value? How do you price, promote and deliver your goods or services? How do you keep your consumers and clients happy? Why is finance important? What are budgets for and how can they be used? What are costs and how can you break them down to understand them better? What is cash flow and why is it important? WhatÆs a profit and loss account and is it relevant to non-commercial sectors?As many first line managers are not directly responsible for marketing or finance, the book includes problem scenarios and cases for you to work on. A single problem scenario runs through the finance content to help you make sense of how the different elements of financial management fit together. The idea is to improve your understanding of finance so that you can improve your managerial decision making, rather than to teach you accountancy. The same is true of marketing: every manager needs to understand who the organisation is serving, and why, in order to manage employees in the organisation more effectively.
