Marketing is a big topic. It is complex, vital - and yet too often
misunderstood.
Every organisation must have customers or clients to remain financially
viable. But they will not beat a path to your door unasked. Marketing is
the essential process that actively seeks to generate customers,
business and profit.
Designed to explain and inform, and put any misconceptions to rights,
this book is logically arranged in a way that builds up understanding;
it provides a thorough basic guide to:
- What marketing is
- How marketing works
- How it affects the organisation - and the individuals in it
Demystifying Marketing is a comprehensive and accessible book covering
all key marketing matters, with an emphasis on practicality and why
marketing is important in engineering. Aimed primarily at non-marketing
people wanting clarification of marketing's purpose, role and methods,
it can provide major influence to the process of building a marketing
culture within an organisation in a way that positively influences
results in the market place. Practitioners too can benefit from the
book's clear explanations and the practical view it takes of the
necessity for marketing and its implementation.