Dr Naren Gupta, Senior Lecturer and Teaching Fellow, Director of Quality, School of Engineering and the Built Environment, Napier University
In working with a range of professionals across many industry sectors one often finds it is the technologists and scientists that gain the most out of acquiring skills and knowledge in marketing. Not only does their structured and analytical approach lend itself to strategic marketing but those skills, combined with a clear customer focus and an innovative approach to the market, can give them the portfolio of skills required for successful leadership.
Deirdre Makepeace, Senior Examiner, CIM
To succeed, products and services must satisfy customers’ needs and wants. Engineers, scientists and technologists need to understand these to develop and deliver better products. This book presents the range of marketing sectors including consumer products, services, international and business to business. Current issues in the marketing environment such as green and social marketing are discussed. Full cover is given to the implementation powerhouse of marketing and the service extended marketing mix. Management skills are needed to implement marketing plans, such as leadership, negotiation and consultancy and these topics are covered in section three. Section four brings all the elements together into three key areas, new product development, market driven quality and marketing plans.
Written by a technologist for technologists this book is essential reading for engineers, scientists and technologists taking a module of business studies or marketing at all levels. It also provides a good foundation of marketing strategy for MBA students with a technical or science first degree.
Part 1 Introduction to the context of marketing
Chapter 1 What is marketing and why do it?
Chapter 2 The marketing system
Chapter 3 Contemporary issues and contexts in marketing
Part 2 The tools of marketing
Chapter 4 The integrated marketing mix: Product
Chapter 5 The integrated marketing mix: Price
Chapter 6 The integrated marketing mix: Place
Chapter 7 The integrated marketing mix: Promotion
Chapter 8 The integrated marketing mix: Service extension: people, physical evidence and process
Part 3 Skills for implementation
Chapter 9 The collection and management of marketing information
Chapter 10 Finance for marketing
Chapter 11 Managing people
Chapter 12 Project management
Chapter 13 Consultancy skills
Part 4 Bringing it all together
Chapter 14 New product development
Chapter 15 Management of market driven quality
Chapter 16 The marketing plan