Provides a practical understanding of the tools and techniques of marketing.
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Editorial Reviews
From the Back Cover
The practical, start-to-finish primer for every marketer—novice and seasoned professional alike!
- Easy, accessible, practical, hands-on solutions for virtually any marketing challenge.
- Managing the marketing mix—and evaluating the results.
- Short, focused discussions—and definitive recommendations.
In The Financial Times Guide to Marketing: From Advertising to Zen, marketing expert Tim Ambler takes you straight to the heart of marketing, demonstrating how to leverage each of today's most effective techniques—in record time. Ambler brings marketing to life, presenting short, focused discussions and definitive recommendations that address every aspect of marketing: key principles; optimizing the marketing mix; controlling your marketing; measuring your results and refining your programs accordingly; and the roles of the marketing professional. Organized to be understood rapidly—and acted upon just as quickly—The Financial Times Guide to Marketing: From Advertising to Zen is an invaluable resource for every marketer: newcomers and seasoned professionals alike.
About the Author
Tim Ambler is currently Grand Metropolitan Senior Research Fellow at London Business School where he teaches Global Marketing and Doing Business in Greater China. His research interests include brand equity, how advertising works, marketing in China and other international markets and relationship marketing. He holds an MA (mathematics) from Oxford, an SM (majoring in marketing) from the Sloan School, Massachusetts Institute of Technology and is a Fellow of the Institute of Chartered Accountants. Before becoming an academic, Tim Ambler spent some 30 years in business, initially as an accountant, switching to marketing in 1969. As Marketing Director for International Distillers and Vintners (IDV) for the UK during the 1970s, he was associated with the launch of Bailey's Irish Cream, Le Piat d'Or and the rise to leadership positions of Smirnoff Vodka and Croft Original Cream Sherry. More recently he held overall international marketing responsibility for IDV and worked extensively in the USA, Canada, Africa and emerging markets. IDV's development during the 1980s was a combination of new brand development, brand acquisitions which then needed to be integrated with the IDV network, new market entries and organic brand development. He now believes in pragmatic approaches to marketing on the one hand and the need for people based, relational, theories of international marketing on the other. His experience and research combine to underscore the importance of brands and the marketplace as the place to understand them.
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Most Helpful Customer Reviews
2 of 2 people found the following review helpful:
4.0 out of 5 stars
A first rate marketing primer,
By A Customer
This review is from: Marketing from Advertising to Zen: A Financial Times Guide (Financial Times Series) (Paperback)
This is an excellent reference and refresher book for marketing professionals, and those business executives who need a better understanding of marketing. I have read this cover to cover, and used it as a resource to dip into when needed. Ambler has a background in the spirits industry, and the book does somewhat reflect this. Here's what's great about this book: short chapters on focused subjects with definitive recommendations. Here's what's irritating about this book: the "key issues" that begin each chapter, and the "memoes to file" that end them, are frequently confusing...dropping the book from 5 to 4 stars in my eyes. However, this is the one guide to marketing I recommend to assistants in our company's marketing department who want to learn more. It is easy to read and understand, not at all dry and textbook-like.
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