Description
Book SynopsisMarketing is shrouded in arcane mystery and buzzwords. It frightens many and bewilders others. Yet every business, from the hand-car-wash by the side of the road, to the world's most famous brands, engage in marketing every single day. This is an essential, reliable, speedy and up to date guide to the most robust and important concepts in marketing. This book shows you how to understand and do marketing without having to study a degree or a diploma in it. Along the way it shows you what has been learned about marketing over the centuries, what experts can teach us that we can use ourselves, how marketing has changed in our new digital' world, and how to avoid classic mistakes. In short, this is all you need to know about marketing. Introduction - Marketing: the world's second oldest business activityChapter 1 - The Product. Chapter 2 - The Marketing Strategy and the Marketing PlanChapter 3 - Your Customers. Chapter 4 - Pricing and PromotionChapter 5 - Placement or Distributio
Trade Reviewan informative guide to marketing that covers a range of issues. (EN Magazine, August 2011). An excellent introduction to the key concepts of marketing The Market
Table of ContentsIntroduction 1
1 – The Customers 11
2 – The Product 37
3 – The Market 73
4 – Branding 105
5 – Communicating 135
6 – Price and Place 175
7 – Strategy, Planning and Tactics 209
8 – The Third Age of Marketing 233
Conclusion 257
Acknowledgements 259
Index 261
