Develop Your Marketing Skills

Enhanced descriptions from Syndetics:

Develop Your Marketing Skills is a user-friendly guide appropriate for business people for whom implementation is the key issue. It outlines the key concepts and principles which govern the subject of marketing, such as product management, market research, communications, market coverage, creating a marketing plan and pricing perspectives. It also gives key insights into how theories and tools work in actual business scenarios, shows you how to improve customer satisfaction and highlights contemporary issues, such as sustainability. There are also summary pages at the end of each chapter containing questions and suggested activities, helping you to revise the basics and increase your confidence.

With many of the issues discussed being at the cutting edge of marketing research and practice, Develop Your Marketing Skills is a must for anybody wishing to enter the marketing profession, develop their current knowledge further or run their own business.

Table of contents provided by Syndetics

• Introduction (p. 1)
• 1 Marketing: separating fact from fiction (p. 3)
• The marketing concept (p. 5)
• The benefits of being marketing-oriented (p. 8)
• 2 The marketing environment (p. 15)
• The macro environment (p. 16)
• The micro environment (p. 20)
• Monitoring the micro/macro environments (p. 23)
• 3 Customers in all their glory (p. 27)
• The consumer market (p. 28)
• The business-to-business market (p. 28)
• Consumer buying process (p. 29)
• Organisational buying behaviour (p. 34)
• 4 Using research to make informed decisions (p. 39)
• Marketing research (p. 39)
• Analysing and presenting the findings (p. 48)
• 5 Product management (p. 51)
• Product management (p. 51)
• Anatomy of a product (p. 53)
• Classification of products (p. 54)
• The product life cycle (p. 57)
• Extending the life of the product (p. 60)
• The product adoption process (p. 65)
• Developing new products (p. 66)
• 6 Right time, right place, right quantity, right condition (p. 79)
• The role and importance of place (p. 80)
• Market coverage (p. 84)
• Distribution logistics (p. 86)
• 7 You paid how much? (p. 91)
• Price setting (p. 92)
• Pricing perspectives (p. 95)
• Different pricing techniques (p. 97)
• 8 How communication works (p. 103)
• The two-stage communication process (p. 107)
• How to communicate a message (p. 110)
• Co-ordinated marketing communication (p. 113)
• 9 Services marketing vs marketing services (p. 121)
• The extended marketing mix for services (p. 124)
• Challenges facing service providers (p. 125)
• Marketing charities and small businesses (p. 127)
• 10 How to create a marketing plan (p. 133)
• Gap analysis (p. 134)
• Mission statements (p. 137)
• Objectives (p. 139)
• Strategy (p. 140)
• Tactics (p. 142)
• Evaluation (p. 144)
• 11 Sustainable marketing in the 21st century (p. 147)
• Historical perspective (p. 149)
• You say social, I say societal (p. 149)
• Profit (p. 150)
• People (p. 151)
• Planet (p. 155)
• 12 Questions answered (p. 159)