What You Need to Know About Marketing

Simon Middleton is the author of Build A Brand In 30 Days (Capstone 2010) and founder of specialist consultancy Brand Strategy Guru, Simon has advised some of the best known marketing-led organisations, including: Aviva, Barclays, British Airways, Merial and Pret A Manger.He is Brand and Marketing Director of lifestyle nutrition company All About Weight and Chief Executive of visionary tourism business Norfolk Leisure.Simon is a regular commentator in international media, and appears in Virgin 1's series Seaside's Last Resort as expert brand advisor to Duncan Bannatyne.He is Brand Leadership Fellow at the University of Anglia's prestigious Norwich Business School.

• Introduction 11 – The Customers 112 – The Product 373 – The Market 734 – Branding 1055 – Communicating 1356 – Price and Place 1757 – Strategy, Planning and Tactics 2098 – The Third Age of Marketing 233Conclusion 257Acknowledgements 259Index 261

"... an informative guide to marketing that covers a range of issues." (EN Magazine, August 2011) "An excellent introduction to the key concepts of marketing." (The Market)