Description
Scope:
This new book is a comprehensive and accessible book covering all key marketing matters, with an emphasis on practicality and why marketing is important in engineering. Aimed primarily at non-marketing people wanting clarification of marketing’s purpose, role and methods, it can provide major influence to the process of building a marketing culture within an organisation in a way that positively influences results in the market place. Practitioners, too, can benefit from the book’s clear explanations and the practical view it takes of the necessity for marketing and its implementation.
About the author:
Patrick Forsyth is a consultant and trainer and runs Touchstone Training & Consultancy. He is the author of many successful business books on the topics of marketing, management and communications skills.
Book readership
Professionals in the engineering industry with no or basic knowledge of duties in marketing.
Book contents
Preface.
Acknowledgements.
Part I
An Overview of Marketing. The Marketing Domain.
Part II
Fundamental Issues. Product Considerations. Pricing Policy and Tactics. Market Research and Information. Routes to Market: Distribution Channels and Methodology.
Part III
Strategy and Marketing Planning. Marketing Planning Coordination and Control.
Part IV
Marketing Communications. How People Buy Marketing Communications: The Role and Workings of Different Methods. Additional Persuasive Influences.
Afterword.
Index.