Mastering Marketing focuses on the many challenges for marketers in the 21st century. It shows today's marketers how to take advantage-driven marketing channels; how to predict and influence customer needs; and how to ensure that the marketing message is understood and communicated throughout a company, and not just in advertising and sales.

Mastering Marketing features new ideas - based on cutting-edge research material developed into accessible articles - as advocated by four of the world's top business schools.

Developed from the highly successful series run in the Financial Times, this book shows how modern marketing techniques, successfully interpreted and practiced, can deliver sustainable company adaptability and profitability.

The Program

• 21st century marketing
• Understanding customers
• Competitive analysis
• Brand Strategy
• Advertising and selling
• market entry stategy and new technologies
• Retailing and direct selling
• Sector marketing
• New marketing media
• International Marketing