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Marketing for Engineers, Scientists and Technologists

Marketing for Engineers, Scientists and Technologists

Tony Curtis

ISBN: 978-0-470-05709-4

May 2008

368 pages

Select type: Paperback

In Stock

$74.95

Description

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.

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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

  • 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