Patrick Forsyth

Demystifying Marketing: A Guide to the Fundamentals for Engineers

• Broschiertes Buch

Produktbeschreibung

Demystifying Marketing is a comprehensive and accessible book covering all key marketing matters, with an emphasis on practicality and why marketing is important in engineering.

Produktdetails

• History and Management of Tech
• Verlag: Institution of Engineering & Technology
• Seitenzahl: 216
• Erscheinungstermin: Oktober 2007
• Englisch
• Abmessung: 234mm x 156mm x 12mm
• Gewicht: 342g
• ISBN-13: 9780863418068
• ISBN-10: 0863418066
• Artikelnr.: 40188713

Autorenporträt

Patrick Forsyth is a consultant and trainer and runs Touchstone Training & Consultancy. He the author of many successful business books on the topics of marketing, management and communications skills. These books include: How to Write Reports and Proposals and Successful Time Management (Kogan Page), and The Gentle Art of Getting Your Own Way (Foulsham).

Inhaltsangabe

Part I: An overview of marketing
Chapter 1: Marketing in context
Chapter 2: The marketing domain
Part II: Fundamental issues
Chapter 3: Product considerations
Chapter 4: Pricing policy and tactics
Chapter 5: Market research and information
Chapter 6: Routes to market: distribution channels and methodology
Part III: Strategy and marketing planning
Chapter 7: Marketing strategy
Chapter 8: Marketing planning
Chapter 9: Coordination and control
Part IV: Marketing communications
Chapter 10: How people buy
Chapter 11: Marketing communications: the role and workings of different methods
Chapter 12: Additional persuasive influences