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Basics Marketing: Marketing Managementprovides a battery of invaluable business skills, ideas and tools for students and practitioners of marketing. Understanding how to create marketing programmes is one thing. Understanding how to take leadership in all of the business areas related to marketing programmes (such as economics, finances, personnel management and long-term brand strategy) is quite another. Throughout this book, Brian Sheehan helps bridge that divide using his 25 yearsrs" experience working for one of the worldrs"s largest agencies to help you master the business of marketing. Featured topics include: Introducing economics, Vision and mission, Competitive business strategy, Brand identity and thought leadership, Managing people, Handling a crisis, Measurement and financial basics, Legal considerations and ethical issues. Other AVA titles of interest includeBasics Marketing: Consumer Behaviour,Basics Marketing: Online Marketing,The Fundamentals of Marketing,The Fundamentals of Creative AdvertisingandThe Fundamentals of Branding.