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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 an informative guide to marketing that covers a range of issues. (EN Magazine, August 2011). An excellent introduction to the key concepts of marketing The Market

What You Need to Know About Marketing

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