From the Publisher
These days, it isn't enough to be technically competent at your job. You need to be commercially aware as well.
This book helps you develop this skill. It helps you relate to people you meet in business. It helps you understand their organisations in terms of structure, strategy and the big issues they face. And it helps you understand the role of money in business - how companies use it to expand and keep score, and how they tap the financial markets.
Whether you are just starting out on your professional career or have reached a point where you need to start relating to your organisation's clients, this book will help give you the edge.
Pithy, concise and written in plain English, this book will make for satisfied clients and a deeply rewarding career.
This new edition includes new chapters on selling, marketing and negogiating, as well as an updated finance section that tells you all you need to know about the credit crunch and financial crisis.
From the Author
If you want to be a successful professional, you need to have
commercial awareness. It wasn't always so. When I started out (as a young
lawyer) it was enough to know the law and how it affected corporate
clients. After all, the law was the difficult bit.
But that isn't good enough any more.
If you want to be an accountant, actuary, architect, advertising executive,
banker, barrister, broker, engineer, fund manager, headhunter, HR
professional, ITC specialist, legal executive, management consultant,
marketing adviser, patent attorney, property surveyor, PR expert, quantity
surveyor, recruitment consultant, solicitor, tax adviser - whatever it may
be - you need to master your own discipline and, on top of that, you need
to be commercially aware.
And the sooner you start doing that, the better. It's crucial to becoming a
successful professional. This book helps you achieve it.