Demystifying Marketing: A Guide to the Fundamentals for Engineers

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 explanati...