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What You Need to Know About Marketing

ISBN: 978-0-85708-170-4
224 pages
April 2012, Capstone
What You Need to Know About Marketing (0857081705) cover image


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

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Table of Contents

Introduction 1

1 The Customers 11

2 The Product 37

3 The Market 73

4 Branding 105

5 Communicating 135

6 Price and Place 175

7 Strategy, Planning and Tactics 209

8 The Third Age of Marketing 233

Conclusion 257

Acknowledgements 259

Index 261

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