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Understanding Marketing

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Mentors' Message: Why Understanding Marketing Is Important
Understanding Marketing: The Basics
What Is Marketing?
A high-level view of this complex function and process
When Your Company Markets to Consumers
Insights into how consumers' minds work-and how you can learn more
When Your Company Markets to Organizations
Insights into how organizations buy
Understanding Your Competition
Powerful tactics for leaving rivals behind
Developing Your Marketing Strategy
How to make key strategic decisions for marketing your product or service
Crafting a Marketing Communications Plan
Tips for deciding how you'll communicate your message to customers
New Offerings: A Potent Marketing Tool
Suggestions for creating fresh products and services to market
Putting Your Marketing Plan into Action
Ideas for working with your marketing department and the marketing process to ensure success
Spotlight on Direct Marketing
A focused look at this special form of marketing
Spotlight on Relationship Marketing
A closer examination of this special form of marketing
Tips and Tools
Table of Contents provided by Publisher. All Rights Reserved.