Marketing for Engineers (Revised ed)

UK engineering companies often fail to develop and use their resources and skills in ways which enable them to offer, at a profit, products and services which people will buy.

In addition, marketing responsibilities are often accepted by engineers who have little formal marketing training and an incomplete grasp of marketing principles.

This volume outlines a systematic approach to marketing which is directly relevant to the UK engineering industry.

It is aimed not only at engineers with little or no marketing experience, but also at those with existing experience who wish to fit their knowledge into a systemized approach.