A start would be any second-year business degree marketing course textbook which discusses MASH analysis, among other foundational aspects of marketing. This o

A start would be any second-year business degree marketing course textbook which discusses MASH analysis, among other foundational aspects of marketing. This one (link is for a used copy): http://www.antiqbook.com/boox/3rs/004826.shtml http://www.antiqbook.com/boox/3rs/004826.shtml has been absolute gold for me. You wouldn't learn the basics of programming from a 'design patterns' book, right? I'd suggest learning the basics of marketing from a text which focuses on the basics of marketing (not advertising -- that's different). The other trendy "how to synergize your paradigms to leverage the new economy's zeitgeist" stuff can be picked up later.