Every organisation must have customers or clients to remain financially viable. But they will not beat a path to your door unasked. Marketing is the essential process that actively seeks to generate customers, business and profit.
Designed to explain and inform, and put any misconceptions to rights, this book is logically arranged in a way that builds up understanding; it provides a thorough basic guide to:
- What marketing is
- How marketing works
- How it affects the organisation – and the individuals in it
Demystifying Marketing is a comprehensive and accessible book covering all key marketing matters, with an emphasis on practicality and why marketing is important in engineering. Aimed primarily at non-marketing people wanting clarification of marketing's purpose, role and methods, it can provide major influence to the process of building a marketing culture within an organisation in a way that positively influences results in the market place. Practitioners too can benefit from the book's clear explanations and the practical view it takes of the necessity for marketing and its implementation.
- Chapter 1: Marketing in context
- Chapter 2: The marketing domain
- Part II: Fundamental issues
- Chapter 3: Product considerations
- Chapter 4: Pricing policy and tactics
- Chapter 5: Market research and information
- Chapter 6: Routes to market: distribution channels and methodology
- Part III: Strategy and marketing planning
- Chapter 7: Marketing strategy
- Chapter 8: Marketing planning
- Chapter 9: Coordination and control
- Part IV: Marketing communications
- Chapter 10: How people buy
- Chapter 11: Marketing communications: the role and workings of different methods
- Chapter 12: Additional persuasive influences
Patrick Forsyth is a consultant and trainer and runs Touchstone Training & Consultancy. He the author of many successful business books on the topics of marketing, management and communications skills. These books include: How to Write Reports and Proposals and Successful Time Management (Kogan Page), and The Gentle Art of Getting Your Own Way (Foulsham).