Marketing Stripped Bare: An Insider's Guide to the Secret Rules


Marketing is a big subject. It's complex and often misunderstood.

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Marketing is a big subject. It's complex and often misunderstood.

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Editorial Reviews

From the Publisher
"Don't be fooled by Patrick Forsyth. His book is funny and concise, but its message is dead serious and will last forever — that marketing matters and, if you follow his excellent advice, has a 3M result — Much More Money." — Robert Heller, management expert and author of Roads to Success
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Product Details

  • ISBN-13: 9780749439972
  • Publisher: Kogan Page, Ltd.
  • Publication date: 5/28/2003
  • Pages: 156
  • Product dimensions: 6.38 (w) x 9.04 (h) x 0.54 (d)

Meet the Author

Patrick Forsyth runs Touchstone Training & Consultancy and specializes in marketing, sales and communications skills. Writing is a significant part of his own work portfolio. He is the author of more than fifty successful business books, including Successful Time Management and How to Write Reports and Proposals (all Kogan Page). He also writes regularly for a number of business journals, and for Writing Magazine.

John Stubbs was born in 1977 and studied at Oxford and Cambridge Universities. At work on a new book about the Cavalier poets of the seventeenth century, he splits his time between England and Slovenia.

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Table of Contents

About the author
1 Marketing in context 1
2 The marketing plan 27
3 The promotion mix 49
4 Selling and sales management 71
5 Distribution 91
6 'Electronic' marketing 103
7 The future 121
8 Will you make a successful marketer? 139
Glossary 145
App.: how high can you go? 154
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  • Anonymous

    Posted November 21, 2004

    A Solid Effort!

    The sophisticated permutations of marketing are useful only to those who have already mastered the basics. Start with this primer. Although author Patrick Forsyth sub-titled his manual 'an insider's guide to the field,' the book seems more directed to newcomers or marketers who are still in the early stages of their careers. For insiders, marketing is a series of difficult choices made by professionals after extensive research. Here's how to begin that thought process and climb that learning curve. Forsyth offers a range of introductory material that you can easily summarize and understand. Even readers who stumble over the somewhat illogical chapter order may well enjoy the author's humor and British references. He also offers some nifty tidbits, like learning about the tachistoscope, which measures how many times shoppers blink, or about 'invisible exports,' such as seminars. The reports on export selling, the Internet and the future of marketing may leave you, like Oliver Twist, wanting more. We suggest this book to entry and mid-level marketers, to teachers and to those in other fields who need an overview of marketing.

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