This book takes the reader through the underlying theory of marketing and applies it to the developing business. Research and analysis, testing and product planning follow, and lead on to more practical advice on small company sales organisation and control, advertising and promotion. Many practical examples of industrial and consumer goods marketing are given, and technical ‘jargon’ has deliberately been avoided to ensure a straightforward presentation of marketing facts.
Part 1: The How and Why of Marketing 1. What Makes Markets 2. How Markets Work 3. Getting Goods to Market: Distributive Trades 4. The Market as a Behavioural System Part 2: The Measurement of Marketing 5. Predicting the Market Future 6. The Examination of Markets 7. Evaluating the Company’s Performance 8. Financial Controls Part 3: Planning for Marketing 9. Product Planning 10. Pricing Strategy 11. Market-Testing New Products 12. The Management of Marketing Part 4: Marketing Communications 13. Sales Management, Organisation, Control 14. Sales Promotion: Pushing Products to the Buyers 15. Advertising: Pulling Buyers to the Products 16. Persuasive Publicity: Press Relations. Conclusion.