The Fundamentals of Marketing

In this book, you will get practical marketing recommendations to help your business, including bonus promotional strategies.

Each chapter contains step-by-step guides, process flows and frameworks you can use to create a successful marketing strategy.

This book is for you if:

• You want to learn marketing and/or how to build a marketing strategy
• You need help with marketing for your own business
• You are already in the marketing industry and want to widen your breadth and depth of marketing knowledge
• You are studying marketing and looking for useful supporting knowledge and material

Why this book? What will I learn?

• You will learn about the basic concepts within marketing, covering important terminology, key purposes and the marketing environment
• You will analyse the different perspectives of your target customers and segments
• You will learn how to address business issues through various types of marketing research
• You will gain an understanding of all the elements that comprise the ‘Marketing Mix’ – an essential requirement in creating any marketing strategy
• You will learn about different product anatomies, branding, the product life cycle and innovation
• You will learn how to leverage pricing tactics with walkthroughs on calculating demand and costs
• You will understand the logistical elements involved in selling a product, including intermediaries and channels
• You will learn how to build promotional campaigns that include advertising, digital marketing, sales promotions and many more strategies
• You will learn different selling techniques including persuasion and negotiation
• Plus many more tips, tricks and tactics throughout the book!