Marketing Stripped Bare

Often misunderstood, "marketing" is not a euphemism for advertising or selling, rather, it is a whole approach to business. It relates an organization to its market and ultimately brings in business. This book demystifies the process, explaining what marketing is and why it's so important. It aims to be suitable for everyone from the most jaded veteran to new trainees, and to lift the lid on how marketing can make the difference between success and insolvency. "Funny and concise, but its message is dead serious and will last forever." Robert Heller "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 "My main criticism of this light-hearted book on marketing is that it isn't long enough." Malcolm McDonald, Professor of Marketing and Deputy Director, Cranfield School of Management "This practical, down-to-earth book will give you an overview of marketing concepts and techniques in an easily readable, light-hearted style. It will help you work smarter not harder." Steve Cuthbert, former Director General of the Chartered Institute of Marketing "Laced with a delightful sense of humour, it debunks overblown concepts, ideas and values. Here at last is a book which spells out the marketing function clearly so we can all understand it." Export Times "Patrick Forsyth has an easy knack of writing books in such a way that even hardy, well worn practitioners will find refreshing." Sales & Marketing ManagementForeword Preface Acknowledgements About the author 1.Marketing in context No customer can be worse than no customer Sex A bridge over troubled water The company The market Competition and other difficulties Spotting opportunities Creating the right mixture 2.The marketing plan Planning the attack May I ask you a few questions? A finger in the wind Something old, something new A trial run 3.The promotion mix Blowing your own trumpet Everyone has an image A puss of publicists Rattling a stick p off etc Good relations Think of a number 4.Selling and sales management The second oldest profession Buyers are a tough lot Not just bigger, different If all else fails ... Directing the storm troopers The swindle sheet Thank you for your support 5.Distribution To market, to market Something in store Putting on a show Can I help you? Export or die Who sold you this then? 6.'Electronic' marketing Better, faster, different Impact across the board Electronic marketing Going electronic Ever more possibilities (and complications) 7.The future Markets Today the world Technology rules (regardless) Taking marketing forward Desperation Competition 8.Will you make a successful marketer? Glossary Appendix: how high can you go?