marketing students

Marketing Skills in Practice – Build Your Future in Marketing with Confidence

Summary of the Book:

Marketing Skills in Practice is a comprehensive guide for marketing students and early-career professionals looking to develop the practical skills, mindset, and confidence necessary to succeed in the modern marketing world. Authored by Linda Anne Barkas and Yvonne Dixon-Todd, this book is built on research into marketing education and real-world industry expectations. It helps readers shape their professional identity, understand the competencies valued by employers, and learn how to manage themselves and others in marketing roles. Structured in four clear sections, the book bridges theory and application, preparing readers for the demands of marketing careers with case studies, reflective exercises, and applied scenarios.