Marketing for the Nonmarketing Executive

In e-business organizational structures, many executives and entrepreneurs suddenly discover they need to know more about marketing than they ever expected. Marketing for the Nonmarketing Executive: An Integrated Resource Management Guide for the 21st Century presents comprehensive information about marketing management and competitive strategy in the Internet age. Readers will understand the components of marketing, its effect on the entire organization, how to communicate and develop a better rapport with marketing professionals, and how to effectively participate in marketing decisions. It teaches readers how to think like a marketing strategist.