Marketing : A Guide to the Fundamentals

The late great Peter Drucker defined marketing as "looking at the business through the customers' eyes." Even though organizations are becoming increasingly customer-focused, marketing is still one of the most misunderstood areas of business. This guide explains what marketing is and the techniques marketers use. Topics covered include: - The marketing mix - Pricing policy - Different methods of market research This guide to the fundamentals will be invaluable for anyone aiming to excel in a customer-focused organization.

Patrick Forsyth is a consultant specializing in marketing, sales, communication, and management skills. He is also the author of numerous books on those subjects, published in the United States and in England.

Introduction.

Part 1. Overview.

1. Marketing in context.

2. Marketing realities.

Part 2. The marketing process.

3. "Product" considerations.

4. Pricing policy and tactics.

5. Market research: reducing the risk.

6. Routes to market: distribution channels and methodology.

Part 3. Strategy and marketing planning.

7. Marketing strategy.

8. Marketing planning.

9. Co-ordination and control.

Part 4. Marketing communications.

10. Influencing buyer behaviour.

11. Marketing communications: the detail.

12. Personal persuasive influences.

Conclusion.

Index.

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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Marketing : A Guide to the Fundamentals

Summary

Author Biography

Table of Contents

Supplemental Materials