The Pocket Marketer

The book for every briefcase.

Wheter you're a business student of a seasoned pro…

Whether you're changing fields or watching your field change around you…

If you want to communicate better with your advertising, packaging, promotions and other marketing counterparts…

This is the only hands-on marketing guide designed to go where you do and put the information you need at your fingertips. The Pocket Marketer makes you an instant generalist, giving you mastery over:

• All the basic principles, techniques, and tools of marketing and how they work in the real world, for each marketing discipline: research, product development, packaging, advertising, promotion, public relations, pricing and distribution
• The terminology and jargon for each marketing field
• The marketing planning process and how to build an effective strategy
• State-of-the-art charts and forms to help you organize and streamline your job.

The Pocket Marketer is a marketing M.B.A. in portable form and then some — the right tool for every business and every business person.

• One: The "Big picture"
• The Marketing Plan
• Positioning in Plain Language
• Two: Marketing Research
• Top-Line
• Marketing Research Glossary
• PM Tools^™ Research and Planning
• Three: Product Development
• Top-Line
• Product Development Glossary
• PM Tools^™ Product Development
• Four: Packaging Development
• Top-Line
• Packaging Development Glossary
• PM Tools^™ Packaging Development
• Five: Distribution
• Top-Line
• Distribution Glossary
• PM Tools^™ Distribution
• Six: Pricing
• Top-Line
• Pricing Glossary
• PM Tools^™ Pricing
• Seven: Advertising
• Top-Line
• Advertising Glossary
• PM Tools^™ Advertising
• Eight: Promotion
• Top-Line
• Promotion Glossary
• PM Tools^™ Promotion
• Nine: Public Relations
• Top-Line
• Public Relations Glossary
• PM Tools^™ Public Relations
• Ten: Marketing Plan for SolarTech
• SunSplash!

Short reference, but OK.