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
activityChapter 1 - The Product.Chapter 2 - The Marketing Strategy
and the Marketing PlanChapter 3 - Your Customers.Chapter 4 -
Pricing and PromotionChapter 5 - Placement or Distribution.Chapter
6 - Customer EngagementChapter 7 - BrandingChapter 8 - Social Media
and Digital Marketing
General
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