Everything You Need to Know About Marketing

by Forsyth, Patrick B.

• ISBN13: 9780749429836
• ISBN10: 0749429836
• Edition: 2nd
• Format: Paperback
• Copyright: 1999-09-01
• Publisher: Kogan Page Ltd

Summary

Even more informative in its latest edition and just as good a read, Patrick Forsyth's down-to-earth overview of the concepts, techniques and jargon of the world of marketing sets out the fundamentals that will enable any reader, whether a new entrant keen to learn or a working professional anxious to improve their career prospects, to become an instant 'expert'.

Author Biography

Patrick Forsyth runs Touchstone Training and Consultancy, which specializes in work in marketing, sales and communication skills.

Table of Contents

Foreword	vii
Preface	ix
Acknowledgements	xi
About the author	xii
Marketing in context	1	(21)
No customer can be worse than no customer	1	(4)
Sex	5	(1)
A bridge over troubled water	6	(1)
The company	6	(2)
The market	8	(3)
Competition and other difficulties	11	(3)
Spotting opportunities	14	(1)
Creating the right mixture	15	(7)
The marketing plan	22	(17)
Planning the attack	22	(6)
May I ask you a few questions?	28	(1)
A finger in the wind	29	(5)
Something old, something new	34	(3)
A trial run	37	(2)
The promotion mix	39	(18)
Blowing your own trumpet	39	(2)
Everyone has an image	41	(1)
A puss of publicists	41	(2)
Rattling a stick	43	(7)
2p off etc	50	(3)
Good relations	53	(1)
Think of a number	54	(3)
Selling and sales management	57	(15)
The second oldest profession	57	(2)
Buyers are a tough lot	59	(3)
Not just bigger, different	62	(1)
If all else fails...	63	(1)
Directing the storm troopers	64	(4)
The swindle sheet	68	(1)
Thank you for your support	69	(3)
Distribution	72	(10)
To market, to market	72	(2)
Something in store	74	(2)
Putting on a show	76	(1)
Can I help you?	77	(1)
Export or die	78	(2)
Who sold you this, then?	80	(2)
The future	82	(6)
Markets	82	(1)
Today the world	83	(1)
Technology rules (regardless)	84	(2)
Competition	86	(2)
Will you make a successful marketer?	88	(4)
Glossary	92	(6)
Appendix: How high can you go?	98