This title will be published on 23 May 2005.

We can view marketing as the primary activity that brings money into the business, making it a priority for every decision maker. But all too often, marketing is seen as a supporting business function, disconnected from 'real' work.

Marketing strips away the mystery around this crucial topic and offers new perspectives that are essential for today's business. It will help you plan and run marketing campaigns that create customer relationships, build brand equity and bring real, measurable business benefit.

This book covers:

• understanding markets and market segments
• enhancing customer relationships
• building and measuring brand equity
• the planning and execution of marketing campaigns
• measuring the impact of marketing.

Featuring real-world examples, a clear modular structure and pointers to further reading.

Editor
Tim Ambler
London Business School

Tim Ambler is Senior Fellow in Marketing at London Business School. Educated at Oxford and Massachusetts Institute of Technology, he was previously joint Managing Director of International Distillers & Vintners.

He has published work on a wide range of subjects, including marketing metrics, advertising effectiveness and international marketing. His specific interests include brands and brand equity, neuro-marketing, measuring marketing performance, advertising and promotions.

Series Editor
Nigel Nicholson
London Business School

Nigel Nicholson, Professor of Organisational Behaviour at London Business School, is a leading international scholar who specialises in people at work. His innovative teaching brings in perspectives from philosophy, science and the arts.

Nigel has given keynote speeches to CEO conferences around the world. The author of many books and articles, he is a regular contributor to programmes and publications including the Financial Times, Today and CNN.

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