Mastering Marketing provides a clearly written explanation of the core skills and concepts needed to market a business profitably. Offering more than just short-term selling tricks, it provides techniques for building and maintaining a long-term profitable market position. It is ideal for those working in marketing for the first time, managers in other functions--i.e. finance, HR, production--who need to understand this crucial role in the organization, in-company training courses, and business degree and MBA courses.