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ECONOMIST MARKETING: A GUIDE TO FUNDAMNETALS, THE (pb)2010
Author: PATRICK FORSYTH
ISBN: 9781846681936
Year: 2010
Publisher: VIVA BOOKS PRIVATE LIMITED
Category: E-COMMERCE / E-MARKETING
Edition: 1
Format: Paperback
Language: English
Pages: 230
 ABOUT THE TITLE
This new guide clarifies exactly what marketing is and how it works, and it explains the techniques involved. For anyone who wants to understand the marketing mix, the factors involved in pricing policy, the different methods of market research, indeed the whole business of marketing, this guide to the fundamentals will be invaluable.
PATRICK FORSYTH
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 TABLE OF CONTENTS
Contents: Introduction • Part 1: Overview • Marketing in context • Marketing realities • Part 2: The marketing process • "Product" considerations • Pricing policy and tactics • Market research: reducing the risk • Routes to market: distribution channels and methodology • Part 3: Strategy and marketing planning • Marketing strategy • Marketing planning • Co-ordination and control • Part 4: Marketing communications • Influencing buyer behaviour • Marketing communications: the detail • Personal persuasive influences • Conclusion • Index
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