Author Description

The books in the Gower Business Enterprise Series provide practical guidance on enterprising ways of managing important business activities. They describe methods and strategies which will work in most companies, regardless of size, industry or location. They are written by experts who work in the real world for managers who like to get things done.Understanding marketing principles is the key to survival for many companies facing the pressures of competition for the first time.Using examples, rules and checklists Bernard Katz explains- how to develop an appropriate business strategy and construct an effective marketing plan;- how to develop the specific skills required, including presentation and negotiation;- how to use training to lead a better understanding and implementation of marketing principles.It is a must for all professionals looking for ways of improving current performance and developing new business opportunities.