Economist: Marketing: A Guide to the Fundamentals

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9781846681936: Economist: Marketing: A Guide to the Fundamentals

Even though organisations have become increasingly marketing-focussed in their approach - and it is clear that marketing is more than just the 'marketing department' - marketing is one of the most misunderstood areas of business. Philip Kotler, an American marketing guru, defines it as 'the business function that identifies current unfulfilled needs and wants, defines and measures their magnitude, determines which target markets the organisation can best serve and decides on appropriate products, services, and programmes to serve these markets. Thus marketing serves as the link between a society's needs and its pattern of industrial response'. The late Peter Drucker, a leading management thinker, was content to say simply: 'Marketing is looking at the business through the customers' eyes'. This new guide clarifies exactly what marketing is and how it works, and it explains the techniques involved. For anyone who wants to understand the marketing mix, the factors involved in pricing policy, the different methods of market research, indeed the whole business of marketing, this guide to the fundamentals will be invaluable.

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About the Author:

Patrick Forsyth is a consultant and author specialising in marketing and communications skills. He runs Touchstone Training & Consultancy based in the United Kingdom and has worked in many different industries and parts of the world. He is the author of many successful books and has translations in 24 languages.

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The Economist
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ISBN 10: 1846681936 ISBN 13: 9781846681936
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Book Description Viva Books, 2010. Softcover. Book Condition: New. First edition. Even though organizations have become increasingly marketing-focused in their approach ? and it is clear that marketing is more than just the "marketing department" ? marketing is one of the most misunderstood areas of business. Philip Kotter an American marketing guru defines it as "the business function that identifies current unfulfilled needs and wants defines and measures their magnitude, determine?s which target markets the organisation can best serve and decides on appropriate products, services, and programmes to serve these markets. Thus marketing serves as the link between a society?s needs and its pattern of industrial response". The late Peter Drucker a Leading management thinker, was content to say simply: "Marketing is looking at the business through the customers? eyes." This new guide clarifies exactly what marketing is and how it works, and it explains the techniques involved. For anyone who wants to understand the marketing mix, the factors involved in pricing policy, the different methods of market research, indeed the whole business of marketing, this guide to the fundamentals will be invaluable. Contents: Introduction ? Part 1: Overview ? Marketing in context ? Marketing realities ? Part 2: The marketing process ? "Product" considerations ? Pricing policy and tactics ? Market research: reducing the risk ? Routes to market: distribution channels and methodology ? Part 3: Strategy and marketing planning ? Marketing strategy ? Marketing planning ? Co-ordination and control ? Part 4: Marketing communications ? Influencing buyer behaviour ? Marketing communications: the detail ? Personal persuasive influences ? Conclusion ? Index Printed Pages: 240. Bookseller Inventory # 8242

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Book Description Profile Books Ltd, United Kingdom, 2009. Paperback. Book Condition: New. Main. 214 x 134 mm. Language: English . Brand New Book. Even though organisations have become increasingly marketing-focussed in their approach - and it is clear that marketing is more than just the marketing department - marketing is one of the most misunderstood areas of business. Philip Kotler, an American marketing guru, defines it as the business function that identifies current unfulfilled needs and wants, defines and measures their magnitude, determines which target markets the organisation can best serve and decides on appropriate products, services, and programmes to serve these markets. Thus marketing serves as the link between a society s needs and its pattern of industrial response . The late Peter Drucker, a leading management thinker, was content to say simply: Marketing is looking at the business through the customers eyes . This new guide clarifies exactly what marketing is and how it works, and it explains the techniques involved. For anyone who wants to understand the marketing mix, the factors involved in pricing policy, the different methods of market research, indeed the whole business of marketing, this guide to the fundamentals will be invaluable. Bookseller Inventory # AA99781846681936

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Book Description Profile Books Ltd, United Kingdom, 2009. Paperback. Book Condition: New. Main. 214 x 134 mm. Language: English . Brand New Book. Even though organisations have become increasingly marketing-focussed in their approach - and it is clear that marketing is more than just the marketing department - marketing is one of the most misunderstood areas of business. Philip Kotler, an American marketing guru, defines it as the business function that identifies current unfulfilled needs and wants, defines and measures their magnitude, determines which target markets the organisation can best serve and decides on appropriate products, services, and programmes to serve these markets. Thus marketing serves as the link between a society s needs and its pattern of industrial response . The late Peter Drucker, a leading management thinker, was content to say simply: Marketing is looking at the business through the customers eyes . This new guide clarifies exactly what marketing is and how it works, and it explains the techniques involved. For anyone who wants to understand the marketing mix, the factors involved in pricing policy, the different methods of market research, indeed the whole business of marketing, this guide to the fundamentals will be invaluable. Bookseller Inventory # AA99781846681936

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The Economist
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Book Description Viva Books, 2010. Softcover. Book Condition: New. First edition. Even though organizations have become increasingly marketing-focused in their approach â" and it is clear that marketing is more than just the "marketing department" â" marketing is one of the most misunderstood areas of business. Philip Kotter an American marketing guru defines it as "the business function that identifies current unfulfilled needs and wants defines and measures their magnitude, determineâs which target markets the organisation can best serve and decides on appropriate products, services, and programmes to serve these markets. Thus marketing serves as the link between a societyâs needs and its pattern of industrial response". The late Peter Drucker a Leading management thinker, was content to say simply: "Marketing is looking at the business through the customersâ eyes." This new guide clarifies exactly what marketing is and how it works, and it explains the techniques involved. For anyone who wants to understand the marketing mix, the factors involved in pricing policy, the different methods of market research, indeed the whole business of marketing, this guide to the fundamentals will be invaluable. Contents: Introduction ⢠Part 1: Overview ⢠Marketing in context ⢠Marketing realities ⢠Part 2: The marketing process ⢠"Product" considerations ⢠Pricing policy and tactics ⢠Market research: reducing the risk ⢠Routes to market: distribution channels and methodology ⢠Part 3: Strategy and marketing planning ⢠Marketing strategy ⢠Marketing planning ⢠Co-ordination and control ⢠Part 4: Marketing communications ⢠Influencing buyer behaviour ⢠Marketing communications: the detail ⢠Personal persuasive influences ⢠Conclusion ⢠Index Printed Pages: 240. Bookseller Inventory # 8242

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Book Description Profile Books Ltd. Paperback. Book Condition: new. BRAND NEW, The Economist: Marketing: A Guide to the Fundamentals, Patrick Forsyth, Even though organisations have become increasingly marketing-focussed in their approach - and it is clear that marketing is more than just the 'marketing department' - marketing is one of the most misunderstood areas of business. Philip Kotler, an American marketing guru, defines it as 'the business function that identifies current unfulfilled needs and wants, defines and measures their magnitude, determines which target markets the organisation can best serve and decides on appropriate products, services, and programmes to serve these markets. Thus marketing serves as the link between a society's needs and its pattern of industrial response'. The late Peter Drucker, a leading management thinker, was content to say simply: 'Marketing is looking at the business through the customers' eyes'. This new guide clarifies exactly what marketing is and how it works, and it explains the techniques involved. For anyone who wants to understand the marketing mix, the factors involved in pricing policy, the different methods of market research, indeed the whole business of marketing, this guide to the fundamentals will be invaluable. Bookseller Inventory # B9781846681936

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