This work is designed for students, potential and practising managers who wish to know more about the role of marketing in modern organizations. Using examples from a variety of sectors, the book guides the student through all the major aspects of marketing management, and illustrates how marketing is much more than promotion and advertising. Written in a clear style, "Mastering Marketing Management" shows that marketing is an holistic and integral part of organizational activities.
ROGER CARTWRIGHT was formerly Director of the Centre for Customer Relations, Perth College. He has written many texts including Mastering Customer Relations and Mastering The Business Environment. He has worked for a large number of organisations and is currently a management consultant.