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The 30 Day MBA in Marketinggives the reader guidance on many important topics: buyer behavior, marketing strategy, products and services, advertising and promotion, distribution, pricing, managing the marketing organization, and preparing a marketing plan. There are alos appendices of marketing information resources and a personal development plan. Each chapter has real-life case examples and an illustration of how marketing concepts apply to business decision-making. The author provides detailed information on how to find and analyze market data on any business or market. There are self-assessment tests at the end of each section plus a final exam paper, allowing the reader to receive a grade and "graduate."

Colin Barrow has spent 15 years applying the principles and knowledge acquired through his own MBA to successfully running companies. He has lectured, researched and collaborated with colleagues in business schools in the United Kingdom, the United States, Canada, Australia, the Far East and throughout Europe. Currently a visiting fellow at Cranfield University, he is also the author of The Business Plan Workbook, Financial Management for the Small Business and Starting a Business from Home as well as The 30 Day MBA, The 30 Day MBA in Business Finance and The 30 Day MBA in International Business (all published by Kogan Page).

List of figures	p. vii
List of tables	p. ix
Introduction	p. 1
Introduction to marketing	p. 8
Understanding markets	p. 9
The marketing mix	p. 10
Marketing in the internet era	p. 11
Buyer behaviour	p. 21
Understanding customers	p. 23
Features, benefits and proofs	p. 25
Market research	p. 27
Avoiding customer default	p. 34
Marketing strategy	p. 42
Devising marketing strategy - the overview	p. 44
Getting the measure of markets	p. 51
Segmenting markets	p. 54
Products and services	p. 60
Generic product categories	p. 63
Product/service lifecycle	p. 64
Quality	p. 69
Advertising and promotion	p. 73
The rules of advertising	p. 74
Websites and effective internet presence	p. 81
Tracking website traffic	p. 86
Selling	p. 88
Place and distribution	p. 91
Channel structures	p. 92
Channels of distribution	p. 95
Logistics	p. 98
Outsourcing	p. 100
Pricing	p. 104
Economic theory and pricing strategy	p. 105
Pricing decisions and their relationship with costs, volume and ultimately profits	p. 107
Pricing strategies - the marketing options	p. 116
Review your products and services	p. 120
Maths for marketing	p. 124
Quantitative research and analysis	p. 125
Forecasting	p. 130
Surveys and sample size	p. 133
Marketing operations	p. 133
Marketing investment decisions	p. 137
Managing the marketing organization	p. 141
Marketing strategy vs structure, people and systems	p. 142
Structures - the options	p. 143
People	p. 153
Systems	p. 161
Marketing and the law	p. 167
Trading regulations	p. 168
Employment legislation	p. 170
Intellectual property	p. 173
Ethics in marketing	p. 177
Marketing plans and budgets	p. 183
Shaping marketing plans - tools and techniques	p. 183
Marketing and business plans	p. 187
Budgets and variances	p. 192
The core	p. 196
Accounting and finance	p. 197
Organizational behaviour	p. 222
Strategy	p. 227
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The 30 Day MBA in Marketing

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