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Description: Is your organization marketing oriented? Can you anticipate customer needs?
Marketing is essential to every business, but many professionals find that they don`t have time to get to grips with the basics.
Develop your Marketing Skills is a user-friendly guide that will show you how to integrate marketing into your business and improve its competitive edge. It highlights issues that are at the cutting edge of marketing practice, such as sustainability, and outlines key concepts and principles including:
¢ product management
¢ market research
¢ communications
¢ market coverage
¢ creating a marketing plan
¢ pricing perspectives
With summary pages at the end of each chapter containing questions and suggested activities, Develop your Marketing Skills is a must if you want to enter the marketing profession, develop your current knowledge or run your own business.
Contents: Introduction ¢ Marketing: separating fact from fiction: The marketing concept ¢ The benefits of being marketing-oriented ¢ The marketing environment: The macro environment ¢ The micro environment ¢ Monitoring the micro/macro environments ¢ Customers in all their glory: The consumer market ¢ The business-to-business market ¢ Consumer buying process ¢ Organizational buying behaviour ¢ Using research to make informed decisions : Marketing research ¢ Analyzing and presenting the findings ¢ Product management: Product management ¢ Anatomy of a product Classification of products ¢ The product life cycle ¢ Extending the life of the product ¢ The product adoption process ¢ Developing new products ¢ Right time, right place, right quantity, right condition: The role and importance of place ¢ Market coverage ¢ Distribution logistics ¢ You paid how much?: Price setting ¢ Pricing perspectives ¢ Different pricing techniques ¢ How communication works ¢ The two-stage communication process ¢ How to communicate a message ¢ Co-ordinated marketing communication Services marketing vs marketing services : The extended marketing mix for services ¢ Challenges facing service providers ¢ Marketing ¢ charities and small businesses ¢ How to create a marketing plan: Gap analysis ¢ Mission statements ¢ Objectives ¢ Strategy ¢ Tactics ¢ Evaluation ¢ Sustainable marketing in the 21st century: Historical perspective ¢ You say social, I say societal ¢ Profit ¢ People ¢ Planet ¢ Questions answered
About the Authors: Neil Richardson is a marketing lecturer at Leeds Business School and is actively involved in marketing research. He has a wealth of private sector experience.
Ruth M Gosnay has been a Senior Lecturer in Marketing at Leeds Business School for years. She has extensive experience of working for household names in various marketing roles.
Target Audience: Small enterpreneurs.
Special prices are applicable to the authorised sales territory only.
Prices are subject to change without prior notice. ISBN 9780749462246
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Pages : 176
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