Textbook

Marketing for Engineers, Scientists and Technologists

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Overview

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. Using the author’s considerable experience in both teaching marketing and dealing with engineers, scientists and technologists Curtis uses CIM developments to provide enough skills to put the marketing into context.

‘Marketing for Engineers, Scientists and Technologists’ 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 coverage 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.

Table of Contents

Preface

Acknowledgements

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

Glossary

Index

Excerpts

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Author Information

Dr Tony Curtis has 25 years industrial experience in the chemical and aroma trades industries before moving into education. He is a Fellow of the Royal Society of Chemistry, a Fellow of the Chartered Institute of Marketing and Senior Examiner for the ‘Marketing Management in Practice’ paper for the Professional Diploma in Marketing of the Chartered Institute of Marketing.

Hallmark Features

Follows the pedagogical structure of the author's CIM book
Written in an easy to read style with clear learning outcomes and objectives
Features extensive use of diagrams and figures
Incorporates international and ‘e’ marketing throughout the book
Discusses current issues in the marketing environment such as green and social marketing
Includes extensive case material
Includes a wide range of web resources

Professor Reviews

Dr Tony Curtis covers everything that engineers need to know about marketing and project management. The book has been written in an easy to read with clear learning outcomes and objectives. In my opinion this should be a mandatory reading for all engineers who are involved in the design and marketing of products and services.

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

“This text gives individuals in very technical professions a sound understanding of the marketing context of their activities. This is very important for Aroma Trades professionals who must venture out of their scientific workplace and interact in a commercial atmosphere”.
Michael G. Boudjouk, Chair of the Education Committee of IFEAT.