What You Need to Know about Marketing

Marketing is shrouded in arcane mystery and buzzwords. It frightensmany and bewilders others. Yet every business, from thehand-car-wash by the side of the road, to the world's most famousbrands, engage in marketing every single day. This is an essential,reliable, speedy and up to date guide to the most robust andimportant concepts in marketing. This book shows you how to understand and do marketing withouthaving to study a degree or a diploma in it. Along the way it showsyou what has been learned about marketing over the centuries, whatexperts can teach us that we can use ourselves, how marketing haschanged in our new ?digital' world, and how to avoid classicmistakes.In short, this is all you need to know about marketing.Introduction - Marketing: the world's second oldest businessactivityChapter 1 - The Product.Chapter 2 - The Marketing Strategy and the Marketing PlanChapter 3 - Your Customers.Chapter 4 - Pricing and PromotionChapter 5 - Placement or Distribution.Chapter 6 - Customer EngagementChapter 7 - BrandingChapter 8 - Social Media and Digital Marketing

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