The Economist: Marketing (Paperback)

A Guide to the Fundamentals

Patrick Forsyth

Even though organisations have become increasingly marketing-focussed in their approach - and it is clear that marketing is more than just the 'marketing department' - marketing is one of the most misunderstood areas of business. Philip Kotler, an American marketing guru, defines it as 'the business function that identifies current unfulfilled needs and wants, defines and measures their magnitude, determines which target markets the organisation can best serve and decides on appropriate products, services, and programmes to serve these markets. Thus marketing serves as the link between a society's needs and its pattern of industrial response'. The late Peter Drucker, a leading management thinker, was content to say simply: 'Marketing is looking at the business through the customers' eyes'.

This new guide clarifies exactly what marketing is and how it works, and it explains the techniques involved. For anyone who wants to understand the marketing mix, the factors involved in pricing policy, the different methods of market research, indeed the whole business of marketing, this guide to the fundamentals will be invaluable.

Publication date: 06/08/2009

£15.00

ISBN: 9781846681936

Imprint: Economist Books

Subject: Business & Management

The Economist: Marketing (Ebook)

A Guide to the Fundamentals

Patrick Forsyth

Even though organisations have become increasingly marketing-focussed in their approach - and it is clear that marketing is more than just the 'marketing department' - marketing is one of the most misunderstood areas of business. Philip Kotler, an American marketing guru, defines it as 'the business function that identifies current unfulfilled needs and wants, defines and measures their magnitude, determines which target markets the organisation can best serve and decides on appropriate products, services, and programmes to serve these markets. Thus marketing serves as the link between a society's needs and its pattern of industrial response'. The late Peter Drucker, a leading management thinker, was content to say simply: 'Marketing is looking at the business through the customers' eyes'.

This new guide clarifies exactly what marketing is and how it works, and it explains the techniques involved. For anyone who wants to understand the marketing mix, the factors involved in pricing policy, the different methods of market research, indeed the whole business of marketing, this guide to the fundamentals will be invaluable.

Publication date: 17/09/2010

£11.99

ISBN: 9781847652195

ISBN 10 / ASIN: B00FZFUQ0O

Imprint: Economist Books

Subject: Business & Management

Patrick Forsyth

Patrick Forsyth

Patrick Forsyth runs Touchstone Training & Consultancy, an independent firm based in the U.K. specialising in marketing consultancy, research and training on marketing issues, sales, and communication and management skills.
He is a consultant of more than twenty five years experience and was a Director of a major consulting organisation before starting his own firm in 1990. Previously he began his career in publishing, holding sales, sales management and marketing positions, subsequently working for a management institute before moving into consultancy.
His work has spanned many industries, and also many countries. In training he conducts tailored in-company courses, individual tutorials and is also a conference speaker. He also conducts "public" seminars and has presented regularly for a variety of organisers including The Chartered Institute of Marketing and similar bodies overseas.
He is the author of many articles and books. His successful business, self-help and career books include 100 Great Presentation Ideas (Marshall Cavendish) and Successful Time Management (Kogan Page). He has titles translated into twenty four different languages. His most treasured review said: Patrick has a lucid and elegant style of writing which allows him to present information in a way that is organised, focused and easy to apply (Professional Marketing Magazine).