Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010280869 | HF5415 M53 2011 | Open Access Book | Book | Searching... |
On Order
Summary
Summary
Marketing 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 activity
Chapter 1 - The Product.
Chapter 2 - The Marketing Strategy and the Marketing Plan
Chapter 3 - Your Customers.
Chapter 4 - Pricing and Promotion
Chapter 5 - Placement or Distribution.
Chapter 6 - Customer Engagement
Chapter 7 - Branding
Chapter 8 - Social Media and Digital Marketing
Author Notes
Simon Middleton is a successful marketing and branding consultant. He is the founder of the Brand Strategy Guru consultancy, and is also the author of Build a Brand in 30 Days.
Table of Contents
| Introduction | p. 1 |
| 1 The Customers | p. 11 |
| 2 The Product | p. 37 |
| 3 The Market | p. 73 |
| 4 Branding | p. 105 |
| 5 Communicating | p. 135 |
| 6 Price and Place | p. 175 |
| 7 Strategy, Planning and Tactics | p. 209 |
| 8 The Third Age of Marketing | p. 233 |
| Conclusion | p. 257 |
| Acknowledgements | p. 259 |
| Index | p. 261 |
