Publisher's Synopsis
Containing the material for a complete, one-day training session, this workshop provides non-marketing staff with a sound grasp of the basic principles of marketing. Exercises are designed to give participants a chance to practice and understand the key balance of the marketing mix.;The two-volume work contains information on the teaching aims and methods of the course, and notes on case studies and exercises. The teacher's guide contains paper masters of transparencies, handouts and exercises, a reading list and a timetable and preparation guide.;The participant's guide which accompanies this work contains all that the participant needs to gain maximum benefit from the course, including notes, exercises, case studies and work and action sheets. Topics considered during the day's programme include the marketing concept, the marketing mix - price, promotion, place and product, marketing sources and methods, and how to target an individual market.
