Make Marketing Work for You

Phil Stone runs a successful consultancy practice specialising in strategic planning, marketing and fundraising. His other books include The Ultimate Business Plan, Buying a Franchise and Develop a Winning Marketing Plan.

• 1. The concept of marketing 2. The importance of competitive advantage 3. Using market research and analysis methods 4. Understanding the tools for marketing planning 5. Introducing the marketing mix 6. Marketing the right products 7. Setting the right price 8. Being in the right place 9. Using the correct forms of promotion 10. Pulling it all together