Mike Maynard began his career as an electronics design engineer, working for companies ranging from GEC-Marconi to DDA, developing products from complex radar systems to Kim Wilde’s mixing desk. Mike later joined IDT Inc, an American semiconductor company, making his move into marketing when he switched from European Applications Manager to European Marketing Manager. In 2001 Mike acquired Napier with Suzy Kenyon.
This book is an attempt to gather as much marketing knowledge from the internet as possible. Mike has divided the book into sections, ranging from the broad question “What is Marketing?” to specific marketing disciplines such as advertising and direct marketing.