Marketing Revealed [electronic resource] : Challenging the Myths /
Burgers, W.author.
This book presents new ideas and tools across a wide range of marketing activities, from product and market selection and definition, to pricing, promotion and distribution. All companies and managers can apply the practical advice in this fundamental text. You'll be surprised at how this book can help change the way you sell your products.
Description based upon print version of record.
Cover; Contents; Foreword; Introduction; 1 Marketing: What It Is; 2 Marketing R&D; 3 Marketing as a Philosophy of Business; 4 Do We Know Anything in Marketing?; 5 Marketing's Job; 6 Managing Your Markets; 7 New Thoughts on Market Segmentation; 8 Lost Customers; 9 You Don't Know Good Advertising; 10 What Makes a Good Advertisement?; 11 Media Selection: Where Should You Advertise?; 12 Your Advertising Agency Is Not Your Partner; 13 Ask Not What Your Brand Can Do For You; 14 Marketing Mathematics; 15 Pricing Strategies; 16 Distribution; 17 Power; 18 A New Idea in Marketing: Honesty
19 Outside Your CompanyPostscript; Index
Includes bibliographical references and index.
This book presents new ideas and tools across a wide range of marketing activities, from product and market selection and definition, to pricing, promotion and distribution. All companies and managers can apply the practical advice in this fundamental text. You'll be surprised at how this book can help change the way you sell your products.
Marketing.
International business enterprises.
Marketing.
International Business.