Marketing

by Patrick Forsyth

Even though organisations have become increasingly marketing-focused in their approach - and it is clear that marketing is more than just the "marketing department" – marketing is one of the most misunderstood areas of business. Philip Kotler, an American marketing guru, defines it as "the business function that identifies current unfulfilled needs and wants, defines and measures their magnitude, determines which target markets the organisation can best serve and decides on appropriate products, services, and programmes to serve these markets. Thus marketing serves as the link between a society's needs and its pattern of industrial response". The late Peter Drucker, a leading management thinker, was content to say simply: "Marketing is looking at the business through the customers' eyes".

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.

Genres: Nonfiction, Business

230 pages, Paperback

First published August 6, 2009

About the author

I have written many books for business, but more recently I have had what my daughter calls "proper books" published. Three novels: "Long Overdue", "Loose Ends" and "A Rather Curious Crime"; also three books of light-hearted travel writing all set in South East Asia. "First class at last" features a journey on the Orient Express of Asia, out from Singapore, through Malaysia and into Thailand, "Beguiling Burma" features a river trip, and "Smile because it happened" is about things that make you smile in the land of smiles: Thailand.

I am active in the writing world, am a Fellow of SWWJ and a member of the Society of Authors, I write regularly for "Writing Magazine, give talks about my writing (especially the travel writing) and have also conducted writing workshops.

Reviews

[Jason · Rating 4 out of 5]

Great "textbook" for the basic fundamentals of Marketing. While it's due for a new edition with new examples and an expansion of digital marketing, the foundational principles of the book are sound.

[AttackGirl · Rating 3 out of 5]

Outdated

How about human behavior oriented disposable economic driven world marketing…. Making people believe they need the latest next level product as a status symbol throwing in some THOU SHALT NOT COVET, or perhaps how to push people away by offering them everything at a very low price and discussing that everyone wants the most expensive item now matter if it is exactly like the lowest cost one…

College 101 book

[Abdulaziz ALMUHAIDIB · Rating 3 out of 5]

I listened to the Audiobook. It was a good "marketing management 101 textbook" but the use of many acronyms made it difficult for me to understand. Also, I feel it is more academic than practical, which is useful for many.

[Soha · Rating 5 out of 5]

It was easy to understand. I found it gave me ample knowledge to be able to understand meetings a bit better.

I think I'll be reading more of The Economist books.

[FrankT · Rating 3 out of 5]

it has a lot of good points and is definitely a broad guide to marketing for all areas.

[Lee · Rating 1 out of 5]

I read 13% and learned nothing. Very little in terms of insights.

[Deniz · Rating 2 out of 5]

This was a waste of my time (and a lot of money). It is comprehensive considering it tries to cover everything related to marketing (including sales), but it provides too few practical examples to be of any use. Everything is so abstract, and it's full of repetitions. It's so boring that you should probably pick up a marketing textbook rather than buying this.

[Adeeb Salah · Rating 4 out of 5]

Great Fundamentals,goes into details in every aspect in marketing, very benificial book for who wants to learn marketing from its basics.