Demystifying Marketing: A Guide to the Fundamentals for Engineers

Demystifying Marketing: A Guide to the Fundamentals for Engineers

by Patrick Forsyth
     
 

ISBN-10: 0863418066

ISBN-13: 9780863418068

Pub. Date: 06/30/2007

Publisher: Institution of Engineering and Technology (IET)

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.  See more details below

Overview

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.

Product Details

ISBN-13:
9780863418068
Publisher:
Institution of Engineering and Technology (IET)
Publication date:
06/30/2007
Series:
IET Management of Technology
Pages:
216
Product dimensions:
6.12(w) x 9.25(h) x 0.60(d)

Table of Contents

Part I: An overview of marketing

1. Marketing in context

2. The marketing domain

Part II: Fundamental issues

3. Product considerations

4. Pricing policy and tactics

5. Market research and information

6. Routes to market: distribution channels and methodology

Part III: Strategy and marketing planning

7. Marketing strategy

8. Marketing planning

9. Coordination and control

Part IV: Marketing communications

10. How people buy

11. Marketing communications: the role and workings of different methods

12. Additional persuasive influences

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