Learn the 25 keys to build brand awareness, understand the secrets of advertising and pricing strategies, and effectively integrate the Four P's of marketing to enhance your company's sales effort.

The New York Times Pocket MBA Series is a 12-volume reference tool for all businesspersons. Each volume, written by professors from top graduate business schools and edited by The New York Times business editors, presents 25 key principles of specific areas of business expertise.

The 12-volume series includes:

• Analyzing Financial Statements
• Business Financing
• Business Planning
• Forecasting Budgets
• Going Global
• Growing & Managing a Business
• Leadership & Vision
• Managing Investment
• Organizing a Company
• Sales & Marketing
• The Board of Directors
• Tracking & Controlling Costs

Michael A. Kamins, Ph.D., is an Associate Professor of Marketing at the Marshall School of Business Administration at the University of Southern California. He has published over 30 articles in journals, and has consulted for firms such as AT&T, Canon, Hilton, MGM, and Sony Tristar.