Heading for Success (Introduction to Managerial Marketing)

The book has been conceived as a guide for action addressed immediately to managers. It is based on the generalization of the best world research and practice as well as the author’s own personal experience in consulting and management under the conditions of developing market economy. The material presented is accessible and concrete; it is aimed at inculcating the “thinking from market” in the minds of those running business.

• Introduction
• I. At the approaches to market
• The anatomy of business
• Setting the ball rolling
• On the ways and crossroads
• II. An everlasting dialogue
• Facing the client
• Good name
• Sharing the victory
• III. The place in the sun
• Vicissitudes of life
• In the throes of birth
• The power of prevision
• Conclusion
• Appendix I. The salesperson’s work: Motivation and control.
• Appendix II. The vocabulary of marketing.

Keywords: “thinking from market”, competitive advantages, product innovations, overcoming consumer resistance, managerial marketing.