Mike first discovered that he was in marketing when he went to study for his MBA in 1984. This showed him that his previous jobs had, in fact, been marketing roles and that although he'd been successful, he would have been even better if known something about the discipline. Following the MBA, he joined the faculty at Cranfield School of Management in the UK and taught marketing on their MBA and Executive programmes for a number of years.The absence of suitable texts for such programmes or those looking for a quick insight into the various facets of marketing led to the original creation of this text.Being fascinated by the difficulties marketing often has in being influential across a business, and having done hard-nosed research to substantiate this view, Mike became interested in the qualities required to be an effective marketing manager. This naturally led to an interest in leadership, where he now focuses his attention. Strategic Marketing has always been an important area for general managers.'The Complete Marketer' provides accessible foundations for anyone getting to grips with Marketing and will inform good leadership decisions.