Paul Fifield

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Marketing Strategy

by Paul Fifield

Marketing Strategy strips away the confusion and jargon that surround what ought to be one of the most straightforward areas of modern business. Marketing and strategy are about relationships between people...


Marketing Strategy Masterclass

by Paul Fifield

The very best business isn't born out of hunches, macho tactical skirmishing or simply 'being busy', but is the product of careful calculation and understanding customers' needs, wants and aspirations. Marketing...


Marketing Strategy

by Paul Fifield

The third edition of this established book brings the reader up to date with the latest repurcussions of new technology upon marketing planning and implementation, and launches a new strategy model (SCORPIO)...