Demystifying Marketing: A guide to the fundamentals for engineers (History and Management of Technology) - Softcover

Forsyth, Patrick

Softcover

ISBN 10: 0863418066 ISBN 13: 9780863418068

Publisher: Institution of Engineering & Technology, 2007

Synopsis

Marketing is a big topic. It is complex, vital - and yet too often misunderstood. Every organisation must have customers or clients to remain financially viable. But they will not beat a path to your door unasked. Marketing is the essential process that actively seeks to generate customers, business and profit. Designed to explain and inform, and put any misconceptions to rights, this book is logically arranged in a way that builds up understanding; it provides a thorough basic guide to: * What marketing is * How marketing works * How it affects the organisation - and the individuals in it 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. 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 this title

Review

Patrick has a lucid and elegant style
of writing which allows him to present information in a way that is organised, focused and
easy to apply.
-- Professional Marketing Magazine

Synopsis

This 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 marketplace. Practitioners too can benefit from the book's clear explanations and the practical view it takes of the necessity for marketing and its implementation.

Edition details

• Publisher: Institution of Engineering & Technology
• Publication date: 2007
• ISBN 10: 0863418066
• ISBN 13: 9780863418068
• Binding: Paperback
• Language: English
• Edition number: 1
• Number of pages: 216