The newly qualified manager may well be equipped with the skills of the “What” of marketing and management, but not know the “How.” The practicing marketer is well served with guides on strategy, mainly of the “four minute plan” variety, but poorly served in terms of basic advice on implementing the strategy and plans.

This book is therefore designed to give clear guidance in managing the marketing function as a practical entity and allowing the new marketer to grasp how the theory can be applied to the job. Written by practitioners who are also active...